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.