Dozens of lively international case studies that help readers put core marketing principles in a real-world context

From market research to positioning and brand management to customer relations, marketing is the engine that drives innovation and growth in the modern business organization. This latest addition to the acclaimed Pathfinder series, like its popular predecessor,The Strategy Pathfinder, features a unique blend of core concepts and brief, international case studies. A refreshing contrast to traditional marketing texts and references, which tend to be prescriptive and directive,The Marketing Pathfinder offers professionals and marketing students alike an effective way to contextualize the marketing decisions they'll make in the real world of business.

Not another one-size-fits-all marketing toolkit,The Marketing Pathfinder functions as a dynamic, interactive resourceEach chapter presents a set of core concepts, frameworks, and tools, followed by five or more short, lively international case studies illustrating how the concepts and tools can be applied in the real worldThe case studies are specifically designed to encourage readers to pursue additional independent research and to encourage them to articulate and defend their decisionsThroughout, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make

David Stewart is a Senior Lecturer in the Victoria Management School and has conducted courses for organizations such as Saatchi& Saatchi, Ogilvy and Mather, Television New Zealand, and the Electricity Corporation of New Zealand.

Michael Saren is Professor of Marketing at Leicester University. He is a founding editor of the journalMarketing Theory and co-author with David Ford ofMarketing and Managing Technology and co-editor ofRethinking Marketing.

Pathways to Marketing vii

The Marketing Pathfinder xiii

Map 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