The book is a well-thought-out, well-written, and rich composition of theories and frameworks, expertly knitted around key real-world challenges of modern day Marketing Communications. Like the first two editions, it's also skilfully structured allowing a reader to peel off affluent strands of distinct marketing topics very easily - the chapter on "Interactive Communication Strategy", providing new insights into the impact of Internet age communication, is an excellent example of this. Moreover, a true acid-test for any published work is, when applied, does it create real-world value? This third edition, as with the first two, has been an excellent blueprint from which I've benefited significantly as a student, consultant and marketing practitioner. To this end, I regard this book as a "written-consultant" providing fresh ideas and bold new thinking about 21st century Integrated Marketing Communications, and from which I can easily extend to deliver innovative solutions for my clients.

I recommend this book to students and practitioners alike, especially those looking for a sound academic underpinning of Integrated Marketing Communications and the theoretical tools to help turn it into economic value. I look forward to future editions of this book with great excitement.

The text has detailed content but succeeds in achieving a theoretical authority which is translated into strategic approaches and practical application, and supported with clearly related examples and mini-case studies. The marketing communications mix and related issues are covered with focus on the individual marketing communications elements and on the critical activity of planning and managing their integration. For students of studying for marketing examinations in higher education and professional Chartered Institute of Marketing (CIM) / American Marketing Association (AMA) level, this is an essential study text.

For business and marketing practioners requiring a marketing communications reference text this is a valuable resource. Those who do or wish to work in specific marketing communications fields such as advertising or promotion with find this a good background springboard to more specialised reading. Overall a highly recommeded text for students, professionals and business people in marketing and/or business. When its time is due, the fourth edition will be equally welcomed. An excellent marketing text and clearly a market leader.