In this book marketing isn’t approached as a component of business and management but of design. It’s this design perspective that makes this book fundamentally different from other marketing books.

Using international examples you’ll learn how to shape marketing in a way that truly reflects what matters: being meaningful for customers and other stakeholders. Based on the logic of design thinking and the principle of Value-Sensitive Design, you’ll develop a strategic marketing plan in the form of a marketing design poster. This poster prioritizes customer needs while also considering the planet, society, and the future.

This book is an ode to curiosity, creativity, and imagination. You’ll be challenged to think differently about marketing, and to

see, create, and act differently. Here, research and design go

hand in hand—following your curiosity is just as important as following the plan.