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Unlike most texts on the subject, this book focuses on the" why" of marketing communications, encouraging students to take an analytical, reflective approach. Relied upon by undergraduates and CIM students, this is an essential text just got even better in the new enhanced media edition. This includes a new chapter on e-communications, interviews with Chris Fill to introduce each part of the book, further video interviews with real marketing managers who show how the theory works in the real world. There are also new self-assessment questions for students to use to make sure they have fully understood what they have learnt and to practice for their exams. This enhanced media edition really does give students the best way to master their subject.