Pegasus Town: innovative marketing of a new property venture
Abstract
Purpose
This paper aims to outline the challenges and tasks involved in a organising and marketing a new venture from conception to sales. It presents an interesting situation with which readers can identify and apply knowledge and skills associated with entrepreneurship and marketing and link this with the key learning objectives of a new venture marketing study unit.
Design/methodology/approach
The case is constructed around key principles of marketing and entrepreneurship linked to a description of a contemporary venture written from a participant observer perspective supplemented with knowledge from interviews and archival research.
Findings
The case shows how effective a diligent, creative approach to developing and selling a new venture can be. It demonstrates that effective marketing requires more than rote adoption of basic principles – it requires creative thinking and enterprising adaption of relevant principles to address the specific and well defined objectives of the venture.
Research limitations/implications
The case is not intended to prescribe a particular marketing method or process; rather it is meant to stimulate creativity in the use of marketing knowledge and skills.
Practical implications
The case represents an effective resource for both formal and informal teaching and learning. It demonstrates the requirement for innovative and creative adoption of marketing concepts to fit the demands of a new venture.
Originality/value
The case specifically addresses an identified need for learning resources and information tailored to the area of entrepreneurial new venture marketing.
Keywords
Citation
Briggs, M. (2011), "Pegasus Town: innovative marketing of a new property venture", Marketing Intelligence & Planning, Vol. 29 No. 6, pp. 602-610. https://doi.org/10.1108/02634501111166111
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited