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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.This book is suitable for non-marketing students needing to learn the basics of marketing.

It is especially suitable for students in advertising, graphic design and media and any student who needs background knowledge in marketing.

176 pages, dimensions: 230 x 200 mm, paperback