Marketing is one of the best-known terms in the business language. Yet few people understand what marketing is "really" about. "Effective Marketing" should be ideal for those who need to grasp the essentials of marketing quickly. The book is divided into three sections - the first looking at marketing as an idea, the second at marketing in practice and the third at how to - and how not to - put together a marketing plan. Key topics covered include: marketing as a strategic tool; environment and markets; customers and consumers; products and services; pricing and distribution; communication and promotion; planning for success; and teamwork. Short, structured and practical, this book aims to spark ideas about marketing and ways of putting them into practice.