Provides a practical introduction to the media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this edition incorporates three topics - consolidation, consumer control,...

The strategic importance of Corporate Social Responsibility for both large and small businesses only continues to grow. This Handbook explores the complex relationship between marketing and social responsibility, with a focus on marketing as a driver for CSR initiatives. Written by many of the...