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Pegasus Town: innovative marketing of a new property venture

Maxwell Briggs (Faculty of Business, Queensland University of Technology, Brisbane, Australia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 20 September 2011




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.


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.


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.


The case specifically addresses an identified need for learning resources and information tailored to the area of entrepreneurial new venture marketing.



Briggs, M. (2011), "Pegasus Town: innovative marketing of a new property venture", Marketing Intelligence & Planning, Vol. 29 No. 6, pp. 602-610.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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