Includes bibliographical references.

"The approach of the book is to keep it as simple as possible with examples that senior high school students can easily relate to." It starts off with defining what marketing is and moves on toward a discussion of the different approaches. it then highlights the customer and how important it is to develop a relationship with the customer. The book also emphasizes the significance of understanding the various types of markets, the environmental influences that impact on it, and the very important aspect of doing market research. The strategic considerations in doing a marketing plan are also tackled such as the need to know who your target market is and the positioning to be developed for the brand. Finally, there is extensive discussion on how to develop the marketing mix and how to further manage the marketing effort.

English text.