Table of Contents

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

About the Author

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 .