Cover -- Title Page -- Copyright -- Contents -- Pathways to Marketing -- The Marketing Pathfinder Map -- About the Authors -- Chapter 1 Mobilizing the Marketing Endeavour -- Border Patrol -- Whatever Way You Look at It -- 1. Functionalist -- 2. Managerialist -- 3. Collaborative -- 4. Relational -- Above and Beyond -- Does my Value Look Big in this Proposition? -- Conclusion -- References and Further Reading -- Case Acknowledgements -- Chapter 2 Developing Products and Services -- What Counts as What? -- The Only Constant is Change -- Metamorphosis -- Spread the Word -- First Off the Blocks -- References and Further Reading -- Case Acknowledgements -- Chapter 3 Analysis and Understanding -- It's Written in the Stars -- What's Going On Out There? -- Winners and Losers -- We're Listening -- References and Further Reading -- Case Acknowledgements -- Chapter 4 Understanding Why They Buy -- I Think Therefore I Shop -- Come Together, Right Now -- Power to the People -- Decisions, Decisions, Decisions -- Stairway to Heaven -- References and Further Reading -- Case Acknowledgements -- Chapter 5 How Much Are They Prepared to Pay -- Making a Buck -- Everything Comes at a Price -- Claim to Fame -- Money Makes the World Go Around -- Optimized or Just Optimistic? -- References and Further Reading -- Case Acknowledgements -- Chapter 6 Over-Promising, Ethics, and Sustainability -- Promises, Promises -- The Truth is Out There -- Honest Guv! -- It's Not Easy Being Green -- References and Further Reading -- Case Acknowledgements -- Chapter 7 Successful Brand Building -- Whose Needs are Being Met? -- Vive la Différence -- Read the Signals Jerry -- To Boldly Go -- What's it Worth? -- References and Further Reading -- Case Acknowledgements -- Chapter 8 Finding the Right Marketing Space -- The Role of Space and Place -- Go with the Flow -- Right Time, Right Place.

More than Just Numbers -- Mission Critical -- References and Further Reading -- Case Acknowledgements -- Chapter 9 Communication Heaven -- Join Together -- Can You Hear Me Now? -- Mixing it Up -- Advertising -- Public Relations -- Sales Promotion -- Sales Force -- Direct Marketing -- Sponsorship -- Design/Servicescape -- Contact Centres -- Media Matters -- References and Further Reading -- Case Acknowledgements -- Chapter 10 Maverick Marketing -- Why Marketing Needs Mavericks -- The Ways Things Are Done Around Here -- A Call to Service -- Service Dominant Logic -- The Foundational Premises of SDL -- The New Frontier -- References and Further Reading -- Case Acknowledgements -- Glossary -- Acronyms Used -- Index -- EULA.