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This edition has been revised to include new chapters on subjects as diverse as relationship marketing and international marketing research. The 36 contributors are all acknowledged leaders in their chosen field, with practical experience of marketing. Part 1 reflects the need for a strategic view of the marketing function and looks in detail at information systems, planning, environment analysis and competitor analysis. Part 2 covers the organization of marketing, including recruitment, training, brand management and finance. Part 3 looks at product development (including services), and Part 4 with distribution. The final Part examines a number of aspects of marketing where new developments are making a profound impact and casts fresh light on such familiar topics as advertising, sales promotion, direct mail and franchising.