A Degree in a Book: Marketing: Everything You Need to Know to Master the Subject - in One Book!
About this ebook
This accessible full-color book leads the reader through the crucial aspects of successful business marketing, covering everything from advertising and social media to marketing economics and the commercial law. Easy-to-digest information is presented with flow diagrams, infographics, pull-out features and glossaries breaking down marketing jargon. Profiles of successful marketing professionals are also included, such as David Ogilvy and Philip Kotler, as well as brand biographies to show principles in practice, from Netflix to Apple.
Includes topics such as:
• Management
• Market research
• Product development
• Buyer behavior and the impact of popular culture, ethics and social responsibility
• Digital marketing including social media and SEO
• Retail - in all its many forms
• How lockdown and the global pandemic has changed the world of marketing
Whether you're a student, a marketing professional or a small business trying to expand, A Degree in a Book: Marketing is perfect for anyone wishing to know how good, effective marketing can play a part in their own business.
ABOUT THE SERIES: Get the knowledge of a degree for the price of a book with Arcturus Publishing's A Degree in a Book series. Written by experts in their fields, these highly visual guides feature flow diagrams, infographics, handy timelines, information boxes, feature spreads and margin annotations, allowing readers to get to grips with complex subjects in no time.
About the author
John Jessup
After leaving art school in 1969, John spent four years at Pinewood Film Studios, as a runner in the art department. He started his first job in advertising in 1973, as a junior art director, moving to a number of different agencies including Ogilvy and Mather, where he rose to the position of 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 in the position of creative director. There John worked almost every piece of business in their extensive portfolio. He was responsible for award-winning work on the Kellogg's, McDonald's, Walt Disney, Proctor and Gamble and Unicef accounts among many others. In 2013 John left advertising to concentrate on his own projects including an award-winning short film and this book. He has been married for 49 years and has two children and four grandchildren. He has collaborated on this book with his son and writing partner, Joel Jessup.
Joel Jessup
Joel has worked as a scriptwriter, show developer and author for over 20 years. Starting while he was still at college in 1998 he worked primarily as a children's writer, working for companies including Disney, the BBC, CBBC, CBeebies, ITV, Nickelodeon and Fox Kids, working on shows such as the BAFTA-winning Foxbusters. He wrote an animated feature film that was nominated for a Goya award with another currently in development. He also worked with various online creators in making funny viral content as well as briefly working 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. He wrote The Amazing Joke Book with his father and frequent collaborator John Jessup, with whom he also created the award-winning short film Roake. Married for 13 years, he lives in London with two children and no cats.
