This book aims to provide a crisp, clear, easy-to-understand view of the methods, processes, tools and techniques used in product and services marketing. It focuses on the analysis of the marketing environment, STP marketing, relationship marketing and Internet-based marketing. The analyses are the result of the author's teaching and consultancy experience and come supported with visuals, insights, interpretations and illustrations from current marketing trends. While focusing on SWOT, PEST, ANSOFF Matrix/ GE Matrix, Five Forces Model and STP marketing, the emphasis on basic marketing principles has been reduced. Instead, the aim has been to focus on sectors as well as to provide corporate insights. The accompanying CD contains presentations that are strongly grounded in IT-enabled marketing, making it easy to understand and accessible to the researcher as well as the professional.