This study text on marketing has been written specifically for Core Module 5 of the BTEC HNC and HND in Business. Preface, BTEC Guidelines, Study Guide, Introduction to Marketing, Market Segmentation and Positioning, Customers and Buyers and Clients and Consumers, Products and Services, New Product Development, Pricing, Marketing Aspects of Costs and Profit, Pricing for Costs and Sales and Profit, Marketing Communications, Selling and Direct Marketing, The Importance of Distribution, A Marketing Planning Workshop, Assignments, Glossary, Index, Review Form.