The Fundamentals of Marketing

( 2 )

Overview

The basics of marketing, for students in graphic arts, advertising, and media

* How to develop successful marketing communications—for non-business majors

* Readable text plus 200 color images

This readable, authoritative overview is the perfect introduction to the basics of marketing and marketing communications. Designed for students who are not specializing in business—but who want to learn how marketing firms move from product concept to branding to selling—The Fundamentals ...

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Overview

The basics of marketing, for students in graphic arts, advertising, and media

* How to develop successful marketing communications—for non-business majors

* Readable text plus 200 color images

This readable, authoritative overview is the perfect introduction to the basics of marketing and marketing communications. Designed for students who are not specializing in business—but who want to learn how marketing firms move from product concept to branding to selling—The Fundamentals of Marketing Communications is an ideal introduction to the subject. Selling theories, consumer behavior, market research, strategic thinking, and managing the creative process are all clearly explained. Now even non-business majors, especially students in advertising, graphic design, and media, can understand the market forces that drive our economy.

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Product Details

  • ISBN-13: 9782940373727
  • Publisher: Bloomsbury Academic
  • Publication date: 12/10/2009
  • Series: Fundamentals Series
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 192
  • Sales rank: 818,445
  • Product dimensions: 7.90 (w) x 9.00 (h) x 0.80 (d)

Meet the Author

Edward Russell, a professor of advertising at the S.I. Newhouse School of Public Communications at Syracuse University, worked at some of the world’s largest ad agencies for more than 25 years. He lives in Syracuse, NY.

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Table of Contents

Introduction 6

Chapter by chapter 7

How to get the most from this book 8

Ch. 1 The business of marketing 10

Ch. 2 Consumer behaviour 38

Ch. 3 Product and brand development 70

Ch. 4 Strategic pricing 94

Ch. 5 Distribution channel marketing 116

Ch. 6 Promotion in marketing 138

Student resources 180

Glossary of terminology 182

Picture credits and acknowledgments 184

Working with ethics 185

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Customer Reviews

Average Rating 5
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Sort by: Showing all of 2 Customer Reviews
  • Posted October 30, 2009

    What a read!

    Wow! Life-changing awesome! I'm speechless.

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  • Posted October 13, 2009

    more from this reviewer

    A Breath of Fresh Air

    Fundamentals of Marketing....sounds more daunting than the book actually is, in fact I thought it was quite the opposite. An interesting read on a subject that many have written on but few could retain my interest. What sets this book above others is its 'readability factor' and the fact that its peppered with some good examples and pictures which always makes it so much more enjoyable! I would recommend this book to anyone who is interested in the subject of marketing communications but doesn't want to be bogged down with models and theories.

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