This textbook covers both the fundamental and strategic elements of marketing. No prior knowledge of the subject is assumed. It is an easy to assimilate text, written in an intelligent, yet comprehensible manner. It was written for those who are studying marketing, either as part of a broader business management type curriculum, or as a specialist in its own rights. Therefore, the book is aimed at diploma, degree and postgraduate candidates in business management as well as candidates on specialist marketing programmes. It is divided into twelve chapters and starts by introducing readers to...