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Marketing professionals need to be able to adapt new strategies in order to keep their companies relevant. Aaker walks …

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The marketing pathfinder : key concepts and cases for marketing strategy and decision making

Stewart, David; Saren, Michael A. - 2014

"This book features a unique blend of core concepts and brief, international case studies in marketing. Each chapter …, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make"-- …This book features a unique blend of core concepts and brief, international case studies in marketing. Each chapter …