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The fundamentals of marketing / Edward Russell.
Series: AVA fundamentalsPublication details: Lausanne : AVA Academia ; La Vergne, TN : Distributed in the USA & Canada by Ingram Publisher Services, c2010.Description: 191 p. : ill. (chiefly col.) ; 23 cmISBN:- 9782940373727 (pbk)
- 2940373728 (pbk)
- HF5415.13 .R87 2010
Contents:
Summary: The Fundamentals of Marketing clearly shows how marketing organisations move from an initial product concept through to the creation of successful brands. Throughout the book Edward Russell offers an engaging and accessible introduction to marketing structured around the traditional four 'P's' - product, price, promotion and place as well as the all important fifth 'P' - people. This framework will help you discover the key tools used to develop successful brands including selling theories, consumer behaviour, brand creation, strategic pricing, distribution methods, market research and strategic thinking."
The business of marketing -- Consumer behaviour -- Product and brand development -- Strategic pricing -- Distribution channel marketing -- Promotion in marketing.
| Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
|
American University in Dubai | American University in Dubai | Main Collection | HF 5415.13 (Browse shelf(Opens below)) | Available | 5068641 |
Includes bibliographical references.
The business of marketing -- Consumer behaviour -- Product and brand development -- Strategic pricing -- Distribution channel marketing -- Promotion in marketing.
The Fundamentals of Marketing clearly shows how marketing organisations move from an initial product concept through to the creation of successful brands. Throughout the book Edward Russell offers an engaging and accessible introduction to marketing structured around the traditional four 'P's' - product, price, promotion and place as well as the all important fifth 'P' - people. This framework will help you discover the key tools used to develop successful brands including selling theories, consumer behaviour, brand creation, strategic pricing, distribution methods, market research and strategic thinking."
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