This book is designed as a practical guide to marketing skills. Aimed at junior and middle managers, it explains why marketing is necessary, and how a successful marketing plan can be devised and implemented. It introduces the rudiments of marketing strategy and shows how a good marketing plan is essential for a profitable organization. Using practical examples and lists, it explains how and why to adopt a marketing orientation. There is also advice on marketing research and the matching of the product to the customer's ideas. Eric Davies is Managing Partner of SRD Consultants.