Senders and Receivers states that communication no longer is to be regarded as a set of tools fit for all situations.

Modern market communication recognises the possibility that unexpected interpretations and actions of the receiver might limit the effectiveness of traditional communicative planning.

The 8 articles of Senders and Receivers discuss a number of issues related to marketing communication, illustrating central analytical positions in Danish communication research.

The book is divided into three sections: branding of products and employees, international marketing and consumer values and finally management and marketing communication.