"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