Publisher's Synopsis
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.
