Marketing 101

A marketing course condensed into one accessible guide, built for students and newcomers alike. Flow charts and infographics break down the key concepts, while features on marketing professionals and ideas add real-world context. Campaigns and strategies from companies including Kellogg's, Apple, McDonald's and Patagonia illustrate the range of approaches marketing can take. By the end, questions like what the marketing mix is, how to identify consumer wants and needs, how research gets done, and what makes a brand work should all feel a lot less abstract.