The fundamentals of marketing
By: Edward Russell
Series: AVA fundamentals; AVA fundamentals
Publisher: AVA Academia; Distributed in the USA & Canada by Ingram Publisher Services
Published: 2010
Place of publication: Lausanne; La Vergne, TN
Language: eng
Number of pages: 191
ISBN-13: 9782940373727
Subjects: Marketing; Management; Communication in marketing
Description: The Fundamentals of Marketing shows how marketing organisations move from an initial product concept through to the creation of successful brands. Throughout the book Edward Russell offers an introduction to marketing structured around the traditional four 'P's' - product, price, promotion and place as well as the all important fifth 'P' - people. This framework will help you discover the key tools used to develop successful brands including selling theories, consumer behaviour, brand creation, strategic pricing, distribution methods, market research and strategic thinking.
Notes: Includes bibliographical references.
Table of contents: title: The business of marketing; title: Consumer behaviour; title: Product and brand development; title: Strategic pricing; title: Distribution channel marketing; title: Promotion in marketing.