This text shows how the precise, positive and creative applications of marketing strategies can increase business in a cost effective way. The practical guide takes the reader through the separate techniques explaining the benefits and applications of each. It assists in the development of the appropriate marketing skills, focusing on: developing effective marketing strategies; winning new business through appropriate public relations, advertising and promotional activities; selecting the right marketing mix for your business; and making customers loyal for life through personal selling techniques. Proven strategies and practical action points illustrate how effective marketing and implementation can positively sustain and improve business results.