Book Synopsis

For students, entrepreneurs, and business enthusiasts, this handy full-color hardback demystifies key marketing concepts with expert insights and infographics for real-world success.

This highly-visual guide covers the key subjects you need to know to understand marketing. Packed with informative diagrams, pull-out features and profiles of successful marketing professionals, the book reveals how marketing needs to be not only creative but also informed by everything from commercial law and corporate finance to the global economy. Perfect for both students and those wishing to know how good, effective marketing can play a part in their own business.

ABOUT THE SERIES: Knowledge 101 brings together highly visual, hardback introductions to many intriguing disciplines, featuring reader-friendly text, spectacular images, and informative diagrams to make the learning experience easier than ever.

About the Author

John Jessup started out in advertising in 1973 as a junior art director, moving to several different agencies including Ogilvy and Mather, where he rose to creative group head. In 1981 John started his own agency with Neill Barker. Barker Jessup and Partners traded successfully until 1986 when it merged with another agency. At Woollams, Moira Gaskin O'Malley, he helped win prestigious accounts including Virgin Atlantic and the RAC. He joined Leo Burnett in 1992 as creative director, where he worked almost every piece of business in their portfolio. He was responsible for award-winning work on the Kellogg's, McDonald's, Walt Disney, Proctor and Gamble and Unicef accounts.

Joel Jessup has been a scriptwriter, show developer and author for over 20 years. Starting while he was at college in 1998 he worked primarily as a children's writer. He wrote a Goya award nominated animated feature film and has another currently in development. He also briefly worked on projects for Leo Burnett and Unicef. For two years he worked as a mentor at the School of Communication Arts 2.0. Since 2011 Joel has written seven non-fiction and fiction books and contributed research material to several others.