The Unlocking Business series offers a new kind of textbook for Business students in the first and second years of their degree. This volume, which focuses exclusively on Marketing, includes the following: *Strict coverage of the key knowledge, concepts and ideas in a lean, focused book, allowing the student to find what they want without ploughing through thousands of pages *Carefully written text with case studies, exercises and seminar ideas woven through it to help students learn quickly and retain their knowledge *Encouragement of good practice such as complete referencing and suggested wider reading, to help those who wish to obtain the best possible degree classification *Useful web resources including further case studies, revision summaries and interactive multiple-choice quizzes at http://www.hodderplus.co.uk/unlockingbusiness *A cost-effective way to prepare for your studies