This textbook covers both the fundamental and strategic elements of marketing. No prior knowledge of the subject is assumed. It is an easy to assimilate text, written in an intelligent, yet comprehensible manner. It was written for those who are studying marketing, either as part of a broader business management type curriculum, or as a specialist in its own rights. Therefore, the book is aimed at diploma, degree and postgraduate candidates in business management as well as candidates on specialist marketing programmes. It is divided into twelve chapters and starts by introducing readers to the tenets of the marketing concept and the importance of adopting a strategic approach to the subject. The first chapter is intended to give readers a comprehensive overview of what is to follow, and to allay any apprehensions about what the subject contains. Case studies at the end of each chapter allow readers to test their understanding of marketing in a practical manner. Each chapter ends with a number of key concepts which students should find useful when revising for examinations. The text then examines business customers and end consumers, in terms of their purchasing behavior