Marketing is a crucial function in any business or organization, and is increasingly important in the modern globalized economy. This book will introduce learners to marketing strategies and tools that are used extensively in the marketing industry. You will learn about the ambiguous nature of marketing and its different meanings for different businesses. You will also discover the characterizations of marketing that are common to all businesses, despite their differences. This book will teach you about the different approaches that affect marketing campaigns used in different types of businesses. This book will be of great interest to marketing and business professionals who wish to refresh the basics of marketing and to learners who are interested in business and wish to have a greater knowledge and understanding of the role marketing plays in the modern business world.