Enhanced descriptions from Syndetics:

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.

Reviews provided by Syndetics

CHOICE Review

Russell (Syracuse Univ.), who has 25 year's experience at top-level advertising agencies, has written a very informative book on the foundations of basic marketing. Part of the "AVA Academia" series, it includes a brief history of marketing by decade, back to 1945, and addresses the future of marketing. The six concise chapters cover key topics, including consumer behavior, product and brand development, pricing, distribution channels, and promotion. The chapters are well illustrated; contain pertinent quotes ranging from Thomas Paine to David Ogilvy, Philip Kotler, and Pamela Anderson; feature case studies, including examples from "classic marketers" (IBM and Apple) to "new marketing models" (Google); and conclude with summary questions and exercises. When completed, the detailed exercises create a basic marketing plan for a new product. Russell also discusses the measurement of marketing effectiveness as well as ethics and ethical dilemmas. A concluding section, "Working with Ethics," offers an ethics framework and a thought-provoking case study. An appendix lists resources, including Web sites and must-read marketing books that students will find useful. Summing Up: Highly recommended. Lower-division undergraduate students through practitioners. D. N. Roesemann Texas State University