Marketing is an exciting new textbook packed with learning features, combining authority with a lively and engaging writing style and a diverse range of resources, available online. Learn from real-life situations and read about great campaigns from organizations such as Adani Wilmar, Oxfam, Orange and The Leela Palaces. Experience first hand what top marketers actually do and the challenges they face in today's business environment. Discover the latest exciting advances in new technology and the social web and learn how to take advantage of these in a marketing context. Designed for postgraduate students pursuing courses in business management, this textbook will be equally useful to marketing practitioners, particularly because of the real-life case insights presented by marketing professionals. Recognizing the need to go further than the traditional 4Ps approach, the text reflects on newer perspectives, covering topics such as relational, not-for-profit, digital and post-modern marketing. It provides powerful learning insights into marketing theory and practice, through a series of 'Insight' features: Case Insights, Market Insights and Research Insights.