The Fundamentals of Marketing teaches beginning marketing students the basics of how marketing organisations successfully move from product concept through to the creation of successful brands. Edward Russell explains the key tools used to develop successful brands including selling theories, consumer behaviour, creation and development of brands, strategic pricing, distribution, market research, strategic thinking and the promotion of these brands through advertising. The Fundamentals of Marketing is an accessible introduction to the theory and practice of marketing; packed with contemporary examples and case studies to help students understand the theories in a real-world context.