A concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions.

Assesses the presentation of alcohol in the mass media. Intended to stimulate policy-relevant research. Contains a collection of articles on: the mass media, al

This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of

This concise new text covers all the traditional topics of the course, and also contemporary subjects such as data warehousing, Web site management, and CRM —

Praise for the first edition: ‘An excellent text for exploring marketing communications in the 21st century.’ - Ann Torres, Lecturer in Marketing, National