Written for anyone new to the subject of marketing, this is a text for students who are required to learn its principles as part of a business, management or marketing course, such as BTEC HNC/D, the CIM Certificate, Advanced Certificate and Diploma, the Diploma in Management Studies, and MBA. The book is also suitable for people studying part-time or as part of a distance-learning programme in management or marketing-related subjects. This revised edition contains three new and longer cases in the appendix, to supplement the shorter individual cases in each chapter, longer consolidation case studies, and self-test and examination questions.