‎"‎This is the single most comprehensive marketing communications text‎.‎‎.‎‎.‎essential reading for anyone moving up the marketing ladder‎.‎‎"‎ Prof Merlin Stone‎,‎ IBM Professor of Relationship marketing‎,‎ Bristol Business School‎,‎ UWE ‎"‎I recommend this book whether for a student getting to grips with the subject or a practitioner seeking to maximize ROI from the promotional budget‎.‎‎"‎ Jorian Murray‎,‎ Managing Director‎,‎ DDB London ‎"‎‎.‎‎.‎‎.‎filling and comprehensive [‎.‎‎.‎‎.‎] I‎'‎d recommend you give it space on your book shelf‎,‎ and once a week turn off the computer and open the book‎.‎ For most us‎,‎ there will be something to learn‎.‎ ‎(‎4* review‎)‎‎"‎ B2B Marketing Magazine