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

By Jim Aitchison and Mark Austin

Book Overview

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.

• Format: Hardcover
• Language: English
• ISBN: 047082090X
• ISBN13: 9780470820902
• Release Date: May 2003
• Publisher: Wiley
• Length: 250 Pages
• Weight: 1.27 lbs.
• Dimensions: 1.0" x 6.3" x 9.4"