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The Fundamentals of Marketing


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Table of Contents

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: 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.

About the Author

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.


'The best way I can describe it is to say that it's not just a marketing book, but a work of art. Brilliant.' - 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.

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