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Book overview: " The Fundamentals of Marketing teaches
beginning marketing students the basics of how marketing organisations
successfully move from product concept through to the creation of
successful brands. Edward Russell explains the key tools used to develop
successful brands including selling theories, consumer behavior,
creation and development of brands, strategic pricing, distribution,
market research, strategic thinking and the promotion of these brands
through advertising. The Fundamentals of Marketing is an accessible
introduction to the theory and practice of marketing; packed with
contemporary examples and case studies to help students understand the
theories in a real-world context."



The Fundamentals of Marketing

By: Edward Russell

Publisher: AVA Publishing

Pub. Date: November 1, 2009

Print ISBN-13: 978-2-940373-72-7

Web ISBN-13: 978-2-940373-72-7

Pages in Print Edition: 192

File format: PDF

File size: 6.4 mb