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Fundamentals Ser.: The Fundamentals of Marketing by Russell Edward (2009, Trade Paperback)

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Product Information

The Fundamentals of Marketing offers an overview of the fundamental concepts and tools of marketing and marketing communications. The book includes case studies and historical references relevant to the development and growth of marketing concepts practiced today. This title is designed to give readers a broad understanding of the stages and methodologies used in the marketing process.

Product Identifiers

Publisher
Bloomsbury Publishing
ISBN-10
2940373728
ISBN-13
9782940373727
eBay Product ID (ePID)
64070616

Product Key Features

Author
Russell Edward
Publication Name
Fundamentals of Marketing
Format
Trade Paperback
Language
English
Series
Fundamentals Ser.
Publication Year
2009
Type
Textbook
Number of Pages
192 Pages

Dimensions

Item Length
9.1in
Item Height
0.6in
Item Width
7.9in
Item Weight
24.9 Oz

Additional Product Features

Lc Classification Number
Hf5415.123
Reviews
A strong use of colour and typography allowed for easy navigation of content and key information was clearly highlighted. The overall print and production of the book was to a very high standard. Nicely done! British Book Design & Production Awards
Table of Content
Introduction. Chapter by chapter. How to get the most out of this book. The business of marketing: What is marketing?; Strategic marketing in business; A very brief history of marketing; Where are we headed?; Classic marketeers verses the new marketing model; Case study: The five 'P's' in action; Smart plan: Part One; Chapter questions and exercises. Consumer behaviour: What is consumer behaviour?; Consumer behaviour influencers; Consumer behaviour and psychological make-up; Market segmentation and target groups; How people shop; The Everyman effect; Case study: Amazon.com and analytics; Smart plan: Part Two; Chapter questions and exercises. Product and brand development: Brands and branding; Managing and growing existing brands; Why are brands important?; Developing new products and brands; Organising for new product development; Case study: Pestages; Smart plan: Part three; Chapter questions and exercises. Strategic pricing: Basics of marketing finance; Profit - the bottom line; Pricing strategies; Case study: Exotic water; Smart plan: Part four; Chapter questions and exercises. Distribution channel marketing: What are distribution channels and how do they work?; Distribution strategies; Developing and managing your sales force; Customer relationship marketing (CRM); Case study: Wal-Mart; Smart plan: Part five; Chapter questions and exercises. Promotion in marketing: The basic theories; Rational verses emotional selling; The communications revolution; Developing marketing communications; The creative process; Pitching the concept; Assessing marketing communications; Measuring effectiveness; Case study: Red Bull; Smart plan: Part six; Chapter questions and exercises. Appendix. Student resources. Glossary of terminology. Picture credits and acknowledgements. Working with ethics.
Copyright Date
2008
Target Audience
College Audience
Topic
Marketing / General
Illustrated
Yes
Genre
Business & Economics

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Fundamentals Ser.: The Fundamentals of Marketing by Russell Edward (2009, Trade Paperback)

About this product

Product Information

Product Identifiers

Product Key Features

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Additional Product Features

All listings for this product

item 1 The Fundamentals of Marketing by Edward Russell Paperback Book The Fast Free

item 2 The Fundamentals of Marketing - Paperback, by Edward Russell - Very Good

item 3 The Fundamentals of Marketing by Edward, Russell

item 4 The Fundamentals of Marketing by Edward, Russell

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item 7 The Fundamentals of Marketing by Russell Edward: Used

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