Marketing is far more than advertising. This book explains how organisations understand customers, choose where to compete and build brands people trust. Fictional business stories, clear models and a cartoon in every chapter keep a heavy subject light.

Inside: the 4Ps and 7Ps, buying decision process, segmentation, targeting and positioning, product life cycle, branding, pricing, channels, promotion, digital and ethical marketing.

Ideal for: management students and early-career marketers.