Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. It critically evaluates the effectiveness of different marketing strategies and approaches using case studies drawn from a cross section of industrial and consumer sectors as well as from the service sector, in particular, the banking, hospitality, retail and logistics supply industries. Support material from the public service sector such as relationship marketing within the National Health Service will also be considered. Exploring the principles of marketing this text engages the reader in practice using case studies drawn from around the world. Each chapter opens with an introduction and a clear set of five learning objectives and concludes with a summary and a set of review questions to test the student?s understanding of the chapter content. Answers are provided in the appendix. At the end of each chapter, several case studies are provided (with student questions and answer guidelines), which closely convey the main principles discussed.