Geared toward both postgraduate and final-year undergraduate students, this book is ideal for those studying Marketing, Marketing with eCommerce, Media and Multimedia Marketing, Business Studies, eBusiness and Business Information Systems, and for MBAs. It can also be used for related units in Engineering- and Social Studies-based programmes. Students following the CIM's Professional Diploma Module, Marketing Communications, will also benefit from this book, as well as those taking stand-alone professional B2B Marketing seminars.