Marketing: The Basics explains and explores the fundamentals of marketing in today's digital world, covering key approaches and concepts with an international range of topical case studies. This fully updated second edition addresses questions such as: How is a successful brand built? How has the rise of social networking changed the way products are marketed? What are companies doing to gain a better understanding of their customers? Why is it important to adapt to different foreign markets? Including a glossary of terms and guides to further reading, this lively and user-friendly introduction is perfect for students and professionals interested in finding out about marketing.