Effective Marketing discusses the essential features of marketing in a clear, concise, and logical manner, with relevant examples. This practical book is intended for students of marketing -- from CIPS and CIM students to first year degree students. It directly addresses the syllabus for CIPS marketing, CIM marketing fundamentals and CIMA marketing and also addresses the needs of many marketing degree subjects. It contains numerous practical examples to illustrate marketing concepts. The academic theory is backed up by practical examples from successful companies and products. The author discusses topical and current issues, with sections on IT, e-commerce, direct marketing, and relationships marketing, all areas which are growing in significance.