Professor Rod Brodie, University of Auckland Business School, New Zealand
A cracking read for those interested in quickly getting to grips with marketing.
Professor Sally Dibb, Open University, Milton Keynes, UK
The Marketing Pathfinder
is unique as it calls for a coherent pluralism of marketing perspectives rather than claiming the leadership of a particular marketing perspective. Each micro–case study enables the student to understand how each theory, necessarily sub–determined, makes its own contribution to make sense of a situation and to solve marketing issues.
Professor Bernard Cova, Kedge Business School, Marseille, France
The Marketing Pathfinder
suits perfectly both as comprehensive textbook for teaching purposes as well as an inspirational reading for practitioners. Presented in the mind map format it provides marketing concepts and enhances marketing thinking in a more convenient and reader–oriented format.
Professor Margarita Zobnina, National Research University,
Higher School of Economics, Moscow, Russia
An excellent marketing text that will particularly appeal to marketing students undertaking their placements and internships and marketing practitioners at various levels looking to deepen their marketing and company case knowledge no reflective marketing practitioner should be without it!
Professor Paul Baines, Cranfield University, UK
An original, fascinating, and much–needed book by two of the more iconoclastic thinkers in marketing. The world needs more reflective practitioners in marketing, and this book will help to create them.
Professor Nick Lee, Loughborough University, School of Business and Economics, UK
Arming you with the latest and most interesting marketing theory, it will put you in the position of real managers making real decisions, about an eclectic and international range of organizations (from Audi to Zapp!). The Marketing Pathfinder
will engage and challenge you, and make you a better marketer.
Duncan Angwin and Stephen Cummings, Series Editors,
co–authors of The Strategy Pathfinder
The Marketing Pathfinder offers marketing professionals and students a dynamic and interactive resource to help make responsible and effective choices for the myriad of marketing decisions that occur in the everyday world of business organizations. The case studies are designed to encourage additional independent research as well as promote the ability to articulate and defend decisions.
The Marketing Pathfinder is also supported by online lecturer supplements, available at
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
Acronyms Used 253
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.