This highly successful book has now been thoroughly revised and extended to cope with marketing in the nineties. Two new chapters have been added, on Pricing and Sales Forecasting, while the impact of computers, information systems, logistics and other developments have been covered. The book treats marketing as an activity that can be applied to both manufacturing and service industries, and in both trading and non-trading areas. Written for students needing a good general introduction to marketing, and business people who need to learn more about this vital area of modern business practice. The writers draw on their wide experience both in business and as teachers, leading to a book which is academic enough for examination purposes, but practical enough to provide immediate benefit to managers.