Successful executives know that marketing as a process and an orientation is a necessity for understanding where a company needs to go and how to get there. It's not difficult to spot those organizations that have failed to adopt a marketing approach!

In order for managers and students to quickly grasp the key principles, one of the world's leading marketing educators, Malcolm McDonald, has teamed up with expert cartoonist and educational designer, Peter Morris, to create this short, unique and powerful guide.