Leaders and managers in all organisations need to understand the centrality of marketing to business success. Using the series' trademark mix of checklists and thinker profiles, CMI experts guide the reader through the fundamentals of marketing analysis and planning, the key elements of the marketing mix and examples of marketing in practice. The book also has a special focus on relationship marketing and customer care.Topics covered include: carrying out marketing research; preparing a marketing plan; understanding pricing strategies; successful direct mail; building closer customer relations and much more.