Even today, in a very much marketing orientated business world, there is still a great deal of knowledge required concerning how all the different components of the area relate. It is crucial that managers beyond the marketing department understand the significance of the following: are the means of communicating more important than the actual commodity? Will the same marketing strategy work for another product with equal success? This is a practical guide to marketing, aimed specifically at those outside the marketing department. The reader is guided through every aspect of marketing, supported by exercises at the end of each chapter. These follow-up sessions encourage the reader to seek those ideas applicable to them.