Marketing contains everything you need to know about how marketing impacts on business decisions. As well as introducing basic marketing concepts and techniques with the non-specialist in mind, it also covers the latest developments in marketing
thinking and practice, such as relationship marketing and social marketing.


It is based upon the Management Charter Initiative's Occupational Standards for Management NVQs and SVQs at Levels 4 & 5. It is particularly suitable for managers on Certificate and Diploma programmes, including those accredited by BTEC. Professor Geoff Lancaster is the author of a number of best-selling books on marketing. He is the Senior Examiner for the Chartered Institute of Marketing Exam on Marketing Fundamentals. Paul Reynolds is Lecturer in Marketing at the University of Huddersfield.


Endorsed by the Institute of Management
Complements Ian Smith's Certificate-level textbook `Meeting Customer Needs'
Great introduction to marketing principles for non-marketing managers