Introduction The purpose of this book is to teach you the basics of how marketing organisations successfully move from product concept through to the creation of successful brands. We will look at the tools used to develop successful brands including selling theories, consumer behaviour, creation and development of brands, strategic pricing, various methods of distribution, market research, strategic thinking and the promotion of brands through advertising and various other methods. Every successful marketing person needs four strong characteristics: · · · · An insatiable curiosity about people and their lives Vision to see beyond reality into possibility A mastery of every marketing tool at their disposal An ability to turn complex business situations into simple communications Absurd a decade ago and old news today. Free Internet radio that only plays songs you love? Absurd a decade ago and today called Pandora.com and a variety of other names. Living a `second life' in contact with complete strangers around the globe? Today millions participate every day because someone saw beyond reality into possibility. However, vision alone isn't enough. Having mastery of every tool at your disposal will allow you to build a brand that stands the test of time. Brands are created and built primarily through communications. The ability to turn complex business situations into simple communications will help your brand become an icon of the future. We will learn this talent. Marketing is one of the most powerful forces on Earth. It creates tremendous wealth. It gets candidates elected. It can help build strong and productive societies, but it can equally be one of the most destructive forces on Earth.