Guest Editorial: Cognitive mapping of strategy in marketing

This introduction to five research papers serves to explain what cognitive mapping is and why the tool is useful in the context of marketing strategy, to those who are not familiar with the concept or technique. First, the reasons for undertaking cognitive mapping of marketing strategy are explicated, then operational issues and variations in technique are discussed. Each of the five papers addresses a different purpose, uses a different sampling technique, or is set in a different context, thus forming a useful and interesting cluster of papers.