The Marketing Pathfinder: Core Concepts and Live Cases

  • 4h 35m
  • David Stewart, et al.
  • John Wiley & Sons (UK)
  • 2014

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 resource
  • Each 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 world
  • The case studies are specifically designed to encourage readers to pursue additional independent research and to encourage them to articulate and defend their decisions
  • Throughout, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make

About the Authors

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.

In this Book

  • Pathways to Marketing
  • The Marketing Pathfinder Map
  • Mobilizing the Marketing Endeavour
  • Developing Products and Services
  • Analysis and Understanding
  • Understanding Why They Buy
  • How Much are They Prepared to Pay
  • Over-Promising, Ethics, and Sustainability
  • Successful Brand Building
  • Finding the Right Marketing Space
  • Communication Heaven
  • Maverick Marketing
  • Glossary
  • Acronyms Used