The invention relates to the control and adaptation of transmit parameters for wireless communication between a transmitter (TX) and at least one receiver (RX) to provide joint power and link adaptation. A basic idea of the invention is to collectively determine the transmit duration (T) and transmit power (P) of the transmitter based on minimization of a given objective function representative of total consumed energy, on both the transmitting side and the receiving side, with respect to transmit duration and/or transmit power. In effect, this means that link transmit parameters are determined based on the energy consumption on both the transmitting side and the receiving side. In addition, both transmit power and transmit duration are varied, while minimizing overall consumed energy.