Marketing Communications Strategy is an introduction to the theory and contemporary practice of marketing communications. This English-language edition of Marketing communicatie strategie closely mirrors the content and structure of the 2010 Dutch-language edition.

This textbook is designed primarily for students taking introductory courses in marketing and communications as part of their Bachelor or Master degree programmes. However, it can also be greatly advantageous to marketing communications programmes, as well as galvanize the daily activities of marketing and communications managers on the job.

The textbook distinguishes itself from many others by integrating online and offline marketing communications and by paying ample attention to all salient aspects of the internet and the new media.

Through carefully developed (Effie) case studies, exercises, examples and integrated textual materials, Marketing Communications Strategy bridges the gap between theory and practice. The textbook is supported by an interactive companion website, which offers various opportunities for further study. Just go to: www.marketingcommunicatiestrategie.noordhoff.nl. The illustrated, full colour lay-out encourages self-study as well as group study and team work.