Includes index.; Marketing in context -- Marketing realities -- "Product" considerations -- Pricing policy and tactics -- Market research : reducing the risk -- Routes to market : distribution channels and methodology -- Marketing strategy -- Marketing planning -- Co-ordination and control -- Influencing buyer behaviour -- Marketing communications : the detail -- Personal persuasive influences.; "For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing; this guide to the fundamentals will be invaluable"--Provided by publisher.;