'Successful Marketing Communications' is a comprehensive, introductory text that takes a very practical approach to the subject of marketing communications. The text clearly covers all of the marketing communications content from certificate to advanced level and is ideal for students who need to gain a practical insight into promotional planning and implementation.Written in plain English and with great web references throughout, the text offers truly practical insights into how to successfully find, brief and manage marketing communications service providers.The book is backed up by a companion website containing the most up-to-date resources and examples.Web site resource containing examples of campaigns and other up-to-date information to support the textUse of case studies that develop and grow through the text to illustrate current practice in marketing communicationsPrepares students for the increasingly higher levels of CIM examinations and at the same time allows practitioners without expertise in this area to develop their own REAL planning skills.