Industrial, research 

* Covers a constantly changing and vital subject* Complete coverage of current ideas and the key concepts of modern marketing* Examples from a wide variety of industries* Shows companies dealing with product, communications, pricing, and channel management issuesThis is a complete review of the key concepts and current thinking in marketing management. On the practical side it shows how to develop an understanding of customers and markets and then develop a relationship between the product provider and the customer. Readers will also learn to distinguish between the different marketing strategies adopted by, or necessary to, different types of organizations. An appropriate textbook for students of marketing and business management, particularly in the financial services sector. - from Amzon