The Fundamentals of Marketing - Softcover

Russell Edward

Softcover

ISBN 10: 2940373728 ISBN 13: 9782940373727

Publisher: AVA Publishing, 2009

Synopsis

This book describes how marketing organizations successfully move from product concept to the creation of a successful brand, and 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.

The Fundamentals of Marketing is 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.

About this title

Review:

'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.

'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.

'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 can quickly find specific topics, and read the information quickly. And it covers many of our objectives.' --Kyle Iman, Art Institute of Salt Lake City, USA.

From the Publisher:

-Essential reading for foundation, diploma, undergraduate and similar level students studying marketing, advertising and related disciplines.
-Provides a useful and detailed overview of marketing.
-Ideal teaching tool for course leaders and tutors.

About this edition

• Publisher: AVA Publishing
• Publication date: 2009
• ISBN 10: 2940373728
• ISBN 13: 9782940373727
• Binding: Paperback
• Edition number: 1
• Number of pages: 184