"A comprehensive, compellingly presented visual guide to everything a person might learn during a marketing degree."
Ultra-readable and illuminating, John Jessup’s A Degree in a Book: Marketing is essential for anyone involved in the marketing field, whether you’re starting out as a student, about to begin your first role, a long-time marketer, or run your own business. Packed with full-colour photos, infographics, diagrams and jargon-busting glossaries, this book - like the best marketing practices - could not be clearer or more credible (the author has almost 50 years’ experience of the industry).
Leading readers through lively, visual explanations of marketing economics, consumer behaviour, market research, ethics, branding, and the use of psychology, the book also covers the history of marketing, with the author explaining (for example) that branding can be traced back to the Roman Empire and China’s Song Dynasty. Within these themed chapters, the author presents fascinating biographies of brands (e.g. Kelloggs, Disney, Lego, Apple, Netflix and Co-op) and key individuals. For example, we learn that Josiah Wedgewood pioneered money back guarantees and “buy one, get one free” offers in the 18th-century.
This guide is also of the moment, with extensive coverage of engagement marketing and digital marketing, and a chapter on how the pandemic has changed everything (thereby requiring marketers to change, too).
| Primary Genre | Self Help and Personal Development |
| Other Genres: |
