First published in 1993, this latest edition has been thoroughly updated and revised. New short cases, statistics and communications techniques, updated shock stories, fresh illustrations and photographs all combine to bring the book right up to date with the current international business scene. In this edition, Jonathan Taylor has worked as a contributor to bring fresh insight, drawing on his high-profile ad agency experience. New features of this third edition are: fresh content to meet the needs of the new CIM syllabus; a new e-marketing chapter; and online lecture support materials in the form of pre-prepared PowerPoint lectures. Maintaining the lively style of previous editions, this new edition is packed with visuals, practical tips and useful insights. The cases and examples are drawn from a diverse range of organizations and show successful solutions in action.