Average Reviews:
(More customer reviews)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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The basics of marketing, for students in graphic arts, advertising, and media
* How to develop successful marketing communications--for non-business majors
* Readable text plus 200 color images
This readable, authoritative overview is the perfect introduction to the basics of marketing and marketing communications. Designed for students who are not specializing in business--but who want to learn how marketing firms move from product concept to branding to selling--"The Fundamentals of Marketing Communications" is an ideal introduction to the subject. Selling theories, consumer behavior, market research, strategic thinking, and managing the creative process are all clearly explained. Now even non-business majors, especially students in advertising, graphic design, and media, can understand the market forces that drive our economy.
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