Marketing is not just another name for selling, advertising, promotion and consumer research. Its fascination lies within the large hidden dimension: defining opportunity and planning to achieve success. In Understanding Marketing the interrelationships between the various facets of marketing are explained and illustrated with case studies which focus on the real problems that firms have faced and show how they have overcome them. Beginning with a discussion of the ever changing external environment and the evolution of the marketing idea, Understanding Marketing progresses through marketing strategy, product policy, the economics of marketing and pricing, information systems and forecasting, advertising and distribution. Throughout the book, theory is integrated with practice.