Marketing is as much a part of any business as the product that is being sold. It is a philosophy, an attitude, a perspective, and a management orientation that stresses customer satisfaction.

Marketing is as much a part of any business as the product that is being sold. It is a philosophy, an attitude, a perspective, and a management orientation that stresses customer satisfaction. It is also the range of activities used to implement such a philosophy, and the ultimate communication weapon in the armoury of any business. The main objective of any profit-orientated business is the maximisation of profits over the long term - and marketing plays a major role in the achievement of this objective. To survive today in the ever-changing business environment, it is imperative that businesses meet the needs and wants of their customers. It is the customers who will determine if a business survives in the long term or not. The success of any business depends, therefore, on how it adapts its marketing strategy to meet the present and future needs of its markets. Essentials of Marketing introduces the fundamentals of marketing upon which effective marketing strategies are based. This edition includes information and strategies that are crucial in the world of marketing today.One of these is cause related marketing which is increasingly becoming a strategy in its own right for many large companies.