From product development and public relations to advertising and packaging, marketing plays a key role in almost
every business process. This book drills down to the basics, providing students with a better understanding of
the vital role that this discipline plays throughout a company. Written in clear, every day language and presented
in an uncluttered format, this text will help learners grasp the critical concepts and ideas utilized in each marketing
process, and how to apply the tools and techniques to real business situations.