At the same time, the sound grounding provided by this work is suitable for students pursuing Post-graduate Diploma or Master programmes in technological, scientific or IT-related areas. The book gives an introduction to the generic issues of Marketing Communications as well as an overview of the information behaviour of targeted customer groups. The foundation laid in the initial chapters is followed up by more specific areas such as situational analysis and the development of communications strategies.

Subsequently, the students are introduced to the implementation of communication strategies in media planning and the appropriate choice of communication tools. By way of conclusion, the authors investigate the principles of cooperation with communication agents and selected areas of International Marketing Communications.