My ambition is that, regardless of how you feel about marketing right now, by the end of reading this text, you will be excited about what marketing can do for any business, brand, or idea. In addition, I want to arm you with the knowledge that will help you succeed in any line of work you choose to pursue in the future whether it is marketing a new hedge fund, or selling your new venture to a group of investors, or working for a luxury brand selling worldwide, or marketing yourself to a community of likeminded digital natives.

This textbook was written with the you in mind. I know how busy and overworked you are preparing for all of your coursework among other demands, so I tried hard to boil down the most up to date and useful concepts being taught in marketing courses at the top business schools and make them as easy to understand and absorb as possible.

By the end of the course you will know how to apply these concepts to crafting a marketing plan that can be used for any venture, any brand or any idea. With over two decades of experience in business and in business academia, I believe that this is a vital skill for all business students to know before they graduate into the workplace regardless of whether they end up in marketing or not.