A detailed account of contemporary marketing practice that draws on original research and first-hand information from top international agencies. The book has original case vignettes, case study questions and review exercises. It is packed with useful sources for further reading and a glossary at the back to explain technical terms. There are colour photographs of original case examples. Framed within a theoretical stance it considers both the production and the consumption of marketing communication. This is an advanced student text, a reflective practitioner's handbook and an insightful account for the general reader.

对当代营销实践的详细描述，借鉴了国际顶级机构的原始研究和第一手资料。这本书有原始的案例小插曲，案例研究问题和复习练习。它有很多有用的资料供进一步阅读，后面有一个术语表来解释技术术语。有原始案例的彩色照片。在一个理论的立场框架内，它考虑了生产和消费的营销传播。这是一个先进的学生文本，反思从业人员的手册和一个有见地的帐户为一般读者。