The author explains everything the reader needs to know in order to understand the true function of marketing. This includes such topics as, how a marketing plan is implemented, the techniques of promotion, advertising and selling, the concepts, practices, principles and jargon of marketing, the balance of science and art in marketing, retaining customers and attracting new ones and how to be a successful marketer. The book is illustrated throughout with cartoons and humorous quotes and features a quiz for readers to assess their potential as marketing directors. The author, Patrick Forsyth is a director of Marketing Improvements Learning Ltd, one of the UK's leading marketing consultancies. He lectures on a wide variety of marketing topics and is the author of many best-selling books on sales and marketing.