The importance of communication within the framework of business operations is growing as the societal and political environment must be increasingly taken into account. Advertising, as a traditional communication tool, is losing significance, while public relations, sponsorship, event marketing, and similar areas are gaining relevance. Wolfgang Fuchs and Fritz Unger demonstrate that the conscious design of interfaces between marketing and communication is a key to successful marketing management. Other focal points include budgeting, media planning, collaboration with advertising agencies, and the study of the effects of marketing communication. New in the 5th edition: The 5th edition has been completely updated, particularly taking into account developments in the field of electronic marketing.