This is a hands-on, practical text exploring the individual, social and lifestyle influences on consumer motivation and using this information to help assess and devise marketing strategies. It is written specifically for VET students and structured around Certificate IV Marketing in the training package BSB07. This edition has been redesigned and streamlined to ensure effective learning and understanding. It includes new material on social marketing and e-communication as well updated illustrations and exhibits. It also features a new 'Marketing In Focus' component that gives a concise overview of topical cases at the beginning of each chapter, which also contains a summary, key terms and review questions. A supplement CD is available to lecturers and contains all of the ads and graphics from the text. Also available are PowerPoint slides, Testbank and an Instructor Resource Manual.