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The Fundamentals of Marketing Paperback – August 19, 2008
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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.
Top customer reviews
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!
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.
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.
A definite must read! I'll be doing my holiday shopping a little early this year...