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

Pathways to Marketing viiThe Marketing Pathfinder xiiiMap About the Authors xvii1. Mobilizing the Marketing Endeavour 12. Developing Products and Services 273. Analysis and Understanding 574. Understanding Why They Buy 855. How Much Are They Prepared to Pay 1116. Over-Promising, Ethics, and Sustainability 1317. Successful Brand Building 1518. Finding the Right Marketing Space 1759. Communication Heaven 20110. Maverick Marketing 225Glossary 247Acronyms Used 253Index 255