A detailed account of contemporary marketing practice that draws on original research and first-hand information from top international agencies. The book has original case vignettes, case study questions and review exercises. It is packed with useful sources for further reading and a glossary at the back to explain technical terms. There are colour photographs of original case examples. Framed within a theoretical stance it considers both the production and the consumption of marketing communication. This is an advanced student text, a reflective practitioner's handbook and an insightful account for the general reader.