This book presents a new holistic approach to developing a coherent, profitable marketing communication strategy. The approach relates to every kind of communication between a company and its buyers about what it has to offer. The concepts, models and planning procedures associated with it can be used whether a company is large or small, whether it operates in an industrial or a consumer market, and whether it offers goods or services. A central theme of the book concerns buyer-initiated communication processes. Ideal as a textbook for students of marketing at university level (business schools and MBA-programs), but the book's innovative approach will also be of great interest to business executives and employees alike who wish to expand and strengthen their core competencies in marketing communication.

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