Paperback, colour and black and white illustrations, 192 pages, W205mm x H230mm
This book introduces the fundamentals of marketing communications to
non-business students. It 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.
The
Fundamentals of Marketing shows how these tools are used to develop
successful marketing communications including selling theories,
consumer behaviour, market research, strategic thinking and the
management of the creative process.