Effective Marketing

Focusing on essential marketing features, this practical guide is tailored for students across various marketing programs, including CIPS and CIM. It aligns with their syllabi while providing numerous real-world examples from successful companies to illustrate key concepts. The author explores contemporary issues such as IT, e-commerce, direct marketing, and relationship marketing, emphasizing their growing importance in the field. This clear and concise resource is designed to enhance understanding of both academic theory and practical applications in marketing.