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The Fundamentals of Marketing Paperback – August 19, 2008

ISBN-13: 978-2940373727 ISBN-10: 2940373728 Edition: 0th

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Product Details

  • Paperback: 192 pages
  • Publisher: Fairchild Books AVA (December 10, 2009)
  • Language: English
  • ISBN-10: 2940373728
  • ISBN-13: 978-2940373727
  • Product Dimensions: 8 x 0.7 x 9 inches
  • Shipping Weight: 1.5 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Best Sellers Rank: #472,865 in Books (See Top 100 in Books)

Editorial Reviews

Review

A strong use of colour and typography allowed for easy navigation of content and key information was clearly highlighted. The overall print and production of the book was to a very high standard. Nicely done! British Book Design & Production Awards

From the Publisher

Provides a useful and detailed overview of marketing. Ideal teaching tool for course leaders and tutors.

Customer Reviews

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Anyone who is interested in the marketing/advertising field should read this book.
orlee peress
I bought this textbook for a class but ended up flipping ahead and reading much more than was required because it is so interesting.
ArgentArcher
Keep the copy, read it once more, and then decide if you are willing to let it go.
M. Skelly

Most Helpful Customer Reviews

8 of 9 people found the following review helpful By D. Paran on October 13, 2009
Format: Paperback
I was hesitant to read the book as I have been in the industry for 5 years and I understood it to be a textbook. However, after recommendations from a few friends, I read it.

Luckily I did.

Honestly, I was blown away by the information in the book. It was humbling to read about processes that I haven't even been exposed to yet. It made me remember that the reason I got into the game was to learn something new everyday.

It's a must read for anyone in the industry or anyone looking to get into it.

Also, don't be scared. The most surprising part of the book was that it's actually pretty entertaining.
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5 of 6 people found the following review helpful By Maria N. Sinopoli on October 13, 2009
Format: Paperback
It's no secret that most college students dread shelling out hundreds of dollars at the start of each semester for textbooks (that they will likely never read), and eagerly await the campus bookstore "buyback" program when they can trade their dusty textbooks for a few bucks' worth of beer money.

I was absolutely one of those college students, but there was one book that I actually READ during the semester and KEPT so I could reference it as I moved through my career...Ed Russell's "The Fundamentals of Marketing."

Yes, I am a college student (well, I graduated in May, but still) actually writing a review about a textbook. That's not something you see too often.

I was an advertising major in a nationally recognized program. But, after interning at a highly-ranked ad agency, I started to think that maybe advertising wasn't the field for me. I actually bought LSAT books and decided that I wanted to spend my life practicing corporate law and wearing stuffy wool suits.

That was, of course, until one of my professors used this book in his advertising class. It honestly rekindled my passion for advertising and made me realize I was crazy for thinking law was the right fit for me. All of the case studies and real-life examples made me remember why I thought marketing strategy was fun and something I wanted to pursue after graduation.

I landed a job at a top digital agency, and this book is one of three currently on my shelf at work.
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3 of 3 people found the following review helpful By M. Polansky on October 13, 2009
Format: Paperback
I only wish there was a "textbook" like Edward Russell's "The Fundamentals of Marketing" available when I was in college. Instead of dreading reading the next chapter, I dreaded reaching the end ... it was not only an educational read, but an enjoyable one as well.

Without a doubt this is now my go-to marketing resource book at the office. Whether you are just starting out in the ad business, or remember the days when two martini lunches were the norm, "The Fundamentals of Marketing" is a must read.
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1 of 1 people found the following review helpful By D. Wojciechowski on October 14, 2009
Format: Paperback
I had precious little time looking for a book to get me through a 16-hour drive, so when I grabbed The Fundamentals of Marketing I thought what I grabbed was called To Fund the Mentals in Marketing...which in my mind was going to be a delightfully satirical romp about crazies trying to sell things (however, as it turns out, this idea is a movie, which is like a faster book).

Luckily for me, this book turned out to be as sharply humorous as I had hoped, but, surprisingly, it also leaves your brain floating in a syrupy sweet pool of advertising glory. Honestly, Ogilvy himself is spinning, nay, somersaulting in his grave knowing full well he didn't write this soon-to-be grail of advertising information.

Had this book been released to the masses just a few months earlier, I may still be working in advertising today.

So if you feel like knowing something those agency big wigs don't yet know, or if you're dog is too tired to play with you, or maybe it's snowing out and you don't feel like putting on real pants today, get a blanket, heat up a nice cup of chicory, sprawl out on your favorite bear skin rug, and spend some time with Edward Russell and the Fundamentals of Marketing.
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1 of 1 people found the following review helpful By Ryyy on October 31, 2011
Format: Paperback Verified Purchase
It was supposed to come in on Wednesday but instead I got it today and it just barely shipped this morning!

I've read through about ten pages so far. It's loaded with interesting facts (the Tampax example on page 35 is fascinating). It's also written in more of a conversation style of writing than formal textbook writing.

I'm a college student right now focusing on business. I haven't chosen a specific major yet, but even for me, this book is just a really interesting read. I will most likely end up majoring in marketing or business communications or management and I will cherish this book through out my career.

Also, the paper it's printed on is very thick and smooth, it's loaded with color - no drab. It also has a lot of pictures and the font is easy on the eyes too.

I definitely recommend this book. I will probably let a few of my friends borrow it too just so that they can enjoy it!
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3 of 4 people found the following review helpful By Bevin Fath on October 14, 2009
Format: Paperback
Ed Russell's sardonic wit and sharp marketing sense shine in his latest book, The Fundamentals of Marketing. Unlike other bland and boring marketing books, The Fundamentals of Marketing comes with a flashy cover AND flashy content to match!

The book was such a fun read that it never left my side - I read while sitting on the beach, enjoying my eggs at the breakfast table, walking down the sidewalk, and (shamefully) even while driving my car!

The Fundamentals of Marketing also makes a great gift for high school seniors or recent high school graduates who are unsure of which career path to pursue. I spent so much time raving about the book to my next-door neighbor that she bought one for her nephew as a graduation gift. Needless to say, he is now considering a "fun, creative, fast-paced career" in marketing!

Even now, as a coffee table book, The Fundamentals of Marketing functions as a GREAT conversation starter when I host wine and cheese parties at my place.

Nothing compliments a rich glass of Pinot Noir like a little Fun!
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