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The Fundamentals of Marketing Edward Russell
$34.95
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The Fundamentals of Marketing is a guide to the essentials of marketing communications.
It describes how marketing organizations successfully move from product concept to the creation of a successful brand. The title explains the key tools used to develop branding.
It introduces selling theories and the principles of consumer behaviour, and documents the creation and development of brands using real-world examples. It goes on to explain strategic pricing, methods of distribution, market research, strategic thinking and the promotion of these brands through advertising.
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Key features
Offers students an engaging and accessible introduction to marketing.
Focuses on key marketing tools: selling theories, consumer behaviour, brand creation, strategic pricing, distribution methods, market research, and strategic thinking.
Fully illustrated with up-to-the-minute examples and case studies, including Amazon, Bling H20 and Tap’d NY, Petstages, Red Bull and Wal-Mart.
Each chapter concludes with a detailed exercise based around the development of a full marketing plan.
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Edward Russell is Professor of Advertising at the SI Newhouse School of Public Communications at Syracuse University, New York. During his 25 years in the business he has worked with several of the world’s most successful agencies, including Saatchi & Saatchi Worldwide, The Leo Burnett Company and J Walter Thompson.
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Reviews
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'The best way I can describe it is to say that it's not just a marketing book, but a work of art. Brilliant.'
Anthony Browne, Greenwich College, UK'I have other titles from AVA Publishing, and I have been very impressed with them ... I think the layout and style make it an easy read and very user friendly. I
Kyle Iman, Art Institute of Salt Lake City, USA
can quickly find specific topics, and read the information quickly. And it covers many of our objectives.''This book is clearly laid out, has excellent, relevant and well considered up-to-date information on brands, customers and selling.'
Emma Laird, Reading College, UK -
Readership: Introductory
978 2 940373 72 7
192 pages
100 colour images
230mm x 200mm
Paperback with flaps
November 2009
