The textbook takes a critical stance in its presentation of contemporary communications concerns in business and society. Covering IMC in a clear and engaging way, it provides a path through the confusing labyrinth of marketing communications, as well as deep understanding of trends in the global marketplace, consumer and stakeholder concerns, and the growing popularity of a consumer-driven viewpoint. This new version not only provides a strategy for brand growth post-pandemic, but it has also been extensively edited and updated to reflect contemporary industry trends. Students in their last years of college or those just starting out in their graduate studies in marketing communications and integrated marketing communications will find this textbook to be an invaluable resource for staying abreast of current trends and ideas in the field.