AVA fundamentals series The fundamentals of marketing: (E) - Softcover

'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.

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.