Is Anybody Out There : The New Blueprint for Marketing Communications in the 21st Century
Mark AustinISBN: 047082090X; 9780470820902;
Book DescriptionDelivers 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.