The Marketing Pathfinder Key Concepts and Cases for Marketing Strategy and Decision Making

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 journal Marketing Theory and co-author with David Ford of Marketing and Managing Technology and co-editor of Rethinking Marketing.

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

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