Is Anybody Out There?: The New Blueprint for Marketing Communications in the 21st Century

Delivers the inside track on how to make a difference in clients' businesses by managing the new communications paradigm. Deals with the complex intra-relationships between the brand, the consumer and the media channels, providing a thorough grasp of the total media-buying scene in which media owners have to compete. Arms businessmen with new brand building tools and demonstrates how to effectively apply them in a local, regional and global context. Helps brand managers learn how to organize themselves and their advisors to achieve real competitive advantage.