From product development and research to packaging and advertising, marketing plays a key role in almost every business process. Marketing drills down to the basics, helping students grasp the fundamental concepts and skills they need to be an effective marketer. This text assists in teaching critical tools and techniques of the business including how to develop a marketing plan, segment and target markets, implement merchandising strategies, set prices, handle public relations, use the Internet to market products, and more. Written in clear, every day language and presented in an uncluttered format, this text will help learners succeed in class and at work.