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.