New Textbook SHAPING VALUE Redefines Marketing as a Creative Design Practice Eveline van Zeeland and Jörg Henseler present their new textbook

Eveline van Zeeland and Jörg Henseler announce the publication of Shaping Value: Marketing through the Lens of Design, an innovative new textbook that reframes marketing not as an administrative task but as a fundamentally creative, design-driven practice. The book encourages students to approach marketing with the curiosity, imagination, and problem-solving mindset traditionally associated with design disciplines.

Shaping Value introduces a fresh conceptual foundation that connects marketing with design thinking, value creation, and real-world creative processes. By positioning marketers as designers of value—rather than as managers who allocate resources—the book offers a contemporary and highly relevant perspective for today’s economy.

This groundbreaking work is particularly well-suited for marketing courses within design-oriented programs—including industrial design, interaction design, and fashion design—as well as technology-driven business administration programs seeking a more human-centered, innovation-focused approach to marketing education.

“With this book, we want students to see marketing as a creative craft,” say the authors. “Our goal is to empower future professionals to shape meaningful value rather than simply execute marketing tasks.”

About the Authors
Eveline van Zeeland and Jörg Henseler are leading scholars at the intersection of marketing, creativity, and design. Their combined expertise bridges academic research and practical application, making this book an essential resource for students and educators alike.