This is the ideal book for anyone seeking an introduction to marketing that is both comprehensive and accessible. Ian Ruskin Brown takes you through all the key concepts, skills and techniques backed up by a wealth of examples and real-life case studies which make the concepts instantly meaningful. Whether you have recently taken on marketing responsibilities or whether you are in entrepreneur in a small or medium-sized business, you will find this book logical and easy to follow, from why marketing is important, through a general overview of how it works to an examination of each of its main pillars. " Choosing your markets and customers " Designing the right product: " At the right price " Promoting it in the right way " Making it available in the right place at the right time. Throughout the book a valuable system of icons highlight various aspects of the book to show whether they are Activities, Action checklists, Key management concepts, Key questions or Key learning points. Nearly all chapters contain exercise which will enable you to consolidate your understanding of the concepts and to apply them specifically to your own business. This new edition has been considerably rewritten, examples have been updated where appropriate and the book is now fully indexed. It includes valuable new material on the Value Chain and Routes to Market. In particular, it now incorporates the fifth P of the Marketing Mix, recently endorsed by Philip Kotler. Written by an author with many years experience as academic, marketer and successful consultant, Mastering Marketing is an outstanding introduction to the subject: it covers all the ground with thoroughness and clarity while offering depth and insight that bring the key skills and concepts to life.