The Fundamentals of Marketing by Edward Russell
Introduces the fundamentals of marketing communications to non-business students. This book teaches students how marketing organisations successfully move from product concept through to successful brand and the tools used to make brands as strong as they can be. It shows how these tools are used to develop successful marketing communications.
'The best way I can describe it is to say that it's not just a marketing book, but a work of artBrilliant.' - Anthony Browne, Greenwich College, UK. 'This book is clearly laid out, has excellent, relevant and well considered up-to-date information on brands, customers and selling.' - Emma Laird, Reading College, UK. 'I have other titles from AVA Publishing, and I have been very impressed with them ... I think the layout and style make it an easy read and very user friendly. I can quickly find specific topics, and read the information quickly. And it covers many of our objectives.' - Kyle Iman, Art Institute of Salt Lake City, USA.
Edward Russell is a Professor of Advertising at the S.I. Newhouse School of Public Communications at Syracuse University. Prior to entering academia, Russell spent 25 years in the advertising business in several of the world's largest and most successful advertising agencies including Saatchi & Saatchi Worldwide, The Leo Burnett Company and J. Walter Thompson. He has worked on major businesses in nearly every product category, is responsible for introducing over 60 new products throughout his career and ran one of Leo Burnett's most award-winning offices.
| SKU | Unavailable |
| ISBN 13 | 9782940373727 |
| ISBN 10 | 2940373728 |
| Title | The Fundamentals of Marketing |
| Author | Edward Russell |
| Series | Fundamentals |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Bloomsbury Publishing PLC |
| Year published | 2009-10-12 |
| Number of pages | 192 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |