Marketing Communications is the natural successor to Rossiter and Percy's well-known textbook that was recommended by internationally renowned management institutes worldwide. This book combines marketing communications with a branding perspective to provide students with a seven-step approach that will help them create their own comprehensive marketing plan. Numerous examples are used to illustrate the theories explained in this book. The text refers to globally known brands such as Mercedes, Toyota, Gilette, and Revlon to ensure that the reader can link the contents of the book to the real world. The book seeks to reduce the academic - practitioner divide by including expertise from both areas and presenting a volume that includes the best of both worlds. The book will be an invaluable companion for students of management who wish to become well versed in marketing communication.