The Fundamentals of marketing 1st ed.

Author

• Russell, Edward

Additional Author(s)

-

Publisher

Lausanne: AVA Publishing SA, 2018

Language

English

ISBN

9781472535832

Series

Subject(s)

• COMMUNICATION IN MARKETING
• MARKETING
• MARKETING--MANAGEMENT

Notes

. .

Abstract

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.

Physical Dimension

Number of Page(s)

1 online resource (192 p.)

Dimension

-

Other Desc.

ill.

Summary / Review / Table of Content

Front matter
1. The business of marketing 10–37
2. Consumer behaviour 38–69
3. Product and brand development 70–93
4. Strategic pricing 94–115
5. Distribution channel marketing 116–137
6. Promotion in marketing 138–177
Back matter

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	00189/21	658.802 Rus F	Online !	Available