'The brilliance of Brian Sheehan's new book is that it articulates time-tested theories and concepts, and then brings them to life with real life, practical examples and exercises. Overall, it is a 'must-read' for anyone interested in building a successful career in marketing or business.' Bob Seelert, Chairman, Saatchi & Saatchi.

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years' professional experience with advertising agency Saatchi & Saatchi and currently acts as a consultant, managing their Toyota Worldwide Executive Board (TWEB). Brian is also an advisory board member of Fuhu, a China-US based internet-software company.

Introduction. How to get the most out of this book. Basic business economics: Adam Smith; Supply and demand; Irrational demand: a market opportunity; Elasticity; The economics of free; Scale; Negotiation through an economic prism; Business-to-business versus business-to-consumer; Case study: Branding business class; Questions and exercises. Vision, mission and leadership: Inspirational dreams; Vision and mission statements; Habits of visionary companies; The mother of all problems; Case study: Ritz-Carlton - inspiring leadership; Questions and exercises. Competitive business strategies: What is strategy? The strategic planning process; The competitive secret weapon: research insights; Case study: Apples's iPod and iPhone; Questions and exercises. Brand identity and shareholder value: Why brands matter; Positioning; Lovemarks; Lighthouse brands and thought leadership; Case study: Tiffany & Co. - a powerful brand; Questions and exercises. Managing people: Basic psychology; Managing across cultures; Communicate, communicate, communicate; Productivity tools; Managing conflict; Managing creative people; Case study: Bob Seelert and Kayser-Roth; Questions and exercises. Handling a crisis: Have a plan!; Transparency; Social media and crisis management; Case study: Tylenol versus Cadbury; Questions and exercises. The numbers: Financial balance sheets and income statements; Basic financial formulas; Dashboards; Case study: Samsung - becoming a market leader; Questions and exercises. Ethical issues and legal compliance: Ethics: two sides to every issue; Embracing regulation; Ten steps to a more ethical and legally compliant culture; Case study: Advertising executives go to jail; Questions and exercises. Final thoughts. Endnotes. Index. Picture credits and acknowledgements; Working with ethics.