The classic of German-language advertising literature (1st edition: 1994) has been completely revised and updated for its fifth edition, and the content has also been streamlined. Numerous practical examples enhance the relevance to practice. The content covers the entire spectrum of communication management in both breadth and depth. The work is positioned at the interface between science and management. It adopts the structuring and analytical approach of scientific works while focusing on the practical applicability of the content rather than primarily on purely academic insights. It distinguishes itself from common practitioner literature through its systematic structure and the long-tested didactic concept. This positioning at the interface also reflects the author's background and experience.