The concepts contained in this book constitute a practical approach to the application of marketing principles to the marketing of products. This book sheds light on how marketing factors such as product, price, promotion and place can be used to promote products such as alcohol to market segments that are difficult to reach and convince such as students. Applying the theory of reasoned action to understand the factors that lead to intention to acquire products, this book also goes further to include aspects such as culture, subjective social norms and the environment where purchase of...