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· 제목 : [eBook Code] The Marketing Pathfinder (eBook Code, 1st) (Key Concepts and Cases for Marketing Strategy and Decision Making)
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781118758915
· 쪽수 : 280쪽
· 출판일 : 2014-10-23
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781118758915
· 쪽수 : 280쪽
· 출판일 : 2014-10-23
목차
Pathways to Marketing vii
The Marketing Pathfinder Map xiii
About the Authors xvii
1. Mobilizing the Marketing Endeavour 1
2. Developing Products and Services 27
3. Analysis and Understanding 57
4. Understanding Why They Buy 85
5. How Much Are They Prepared to Pay 111
6. Over-Promising, Ethics, and Sustainability 131
7. Successful Brand Building 151
8. Finding the Right Marketing Space 175
9. Communication Heaven 201
10. Maverick Marketing 225
Glossary 247
Acronyms Used 253
Index 255
