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.
- 194 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
The Fundamentals of Marketing
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Table of contents
- Cover
- Title page
- Copyright
- Contents
- Introduction
- Chapter by chapter
- How to get the most from this book
- Chapter 1- The business of marketing
- Chapter 2- Consumer behaviour
- Chapter 3- Product and brand development
- Chapter 4- Strategic pricing
- Chapter 5- Distribution channel marketing
- Chapter 6- Promotion in marketing
- Appendix
- Student resources
- Glossary of terminology
- Picture credits and acknowledgments
- Working with ethics
- Back Cover
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Yes, you can access The Fundamentals of Marketing by Edward Russell in PDF and/or ePUB format, as well as other popular books in Negocios y empresa & Marketing. We have over 1.5 million books available in our catalogue for you to explore.