The Essentials of Contemporary Marketing

Dispenses with the vast amount of marketing jargon and clearly lays out the foundations for marketing success. – Matthew Housden, marketing consultant, author, academic and trainerOne of the most comprehensive marketing books that every student and practitioner should use to learn about the latest theories, tools and techniques to take their marketing potential to new heights. – Ritchie Mehta, Founder and CEO, School of MarketingA straightforward, easy to understand marketing roadmap on how to thrive in our fast changing times. – Hap Klopp, Founder and former CEO, The North FaceComprehensive yet concise and insightful, The Essentials of Contemporary Marketing is highly engaging and easy to read. Key concepts balanced with practical applications provide a valuable resource to students or those seeking to better understand marketing. – John Bredican, Teaching Fellow in Marketing, King’s College London

Mo Willan is the Undergraduate Program Dean and Professor of Marketing at Hult International Business School, where he was awarded Professor of the Year for seven consecutive years. He is also a visiting Associate Professor of Marketing at Grenoble Graduate School of Business in France. He has managed his own marketing consultancy in London and has worked with several organizations including Coca-Cola, Barclays Bank, and The British Council. Prior to setting up his consultancy, he worked as Group Commercial Director (West Africa) for the French cement multinational firm Cement Françoise. He has also served as the Chief Executive Officer for The Gambia Mineral Water Company. Mo is a graduate of the University of Oxford, Cranfield University School of Management and ISM and is a Chartered Marketer and Fellow of the Chartered Institute of Marketing (UK).