To be effective, the marketing function relies on the specialist services of marketing communication facilities: advertising, market research, public relations and telemarketing. This book provides a new discipline, suggesting that one should look at why a certain method is chosen by looking back in more depth to previous efforts so that wiser decisions can be made in the future. The book offers a strategy based on the idea of understanding, with scientific or in-depth objectivity, the effect and worth of any marketing communication on a campaign and using this information in a constructive way.