This text emphasizes the importance of the marketing process as the essential point of contact between an organization and its customers. It reflects the ever-changing nature of marketing activities and emphasizes that they involve everybody.

This text emphasizes the importance of the marketing process as the essential point of contact between an organization and its customers. It reflects the ever-changing nature of marketing activities and emphasizes that they involve everybody. The marketeer of the 1990s is someone who can identify the needs of customers across the world and develop products which help to satisfy them. In this new edition, global activities are used to emphasize current marketing issues. The book contains plenty of up-to-date case studies which develop students' understanding of marketing through an investigative approach. It covers all aspects of developing a marketing plan through the study of real situations, and is suitable for the following courses: BTEC National in Business and Finance; GNVQ Advanced Marketing and International Marketing; Certificate of the Chartered Institute of Marketing; A and AS level Business Studies; and any business course with a marketing element.