The Fundamentals of Marketing

The Fundamentals of Marketing teaches beginning marketing students the basics of how marketing organisations successfully move from product concept through to the creation of successful brands.

Edward Russell explains the key tools used to develop successful brands including selling theories, consumer behaviour, creation and development of brands, strategic pricing, distribution, market research, strategic thinking and the promotion of these brands through advertising.

The Fundamentals of Marketing is an accessible introduction to the theory and practice of marketing; packed with contemporary examples and case studies to help students understand the theories in a real-world context.


Key features
- Introduces students to the process behind developing successful marketing campaigns.
- Each chapter introduces the students to a different aspect of their marketing plan, putting the theory into practice.
- Includes case studies, exercises and contemporary examples from global brands.