Marketing Communication

A Critical Introduction

Business & Finance, Business Reference, Business Communication, Marketing & Sales
Cover of the book Marketing Communication by Richard Varey, Taylor and Francis
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Author: Richard Varey ISBN: 9781134581597
Publisher: Taylor and Francis Publication: September 11, 2002
Imprint: Routledge Language: English
Author: Richard Varey
ISBN: 9781134581597
Publisher: Taylor and Francis
Publication: September 11, 2002
Imprint: Routledge
Language: English

Providing a fresh and innovative framework for the management of marketing communication processes, this textbook uses references to communication studies, cultural studies and critical management studies to shift the focus from message-making to relationship-building.

Providing a contemporary examination of marketing as a social process, author Varey focuses on a planned, integrated marketing communication programme. He combines a managerial perspective with current communication and marketing theory, to develop a contemporary set of principles, incorporating such recent developments as e-communication and new media. It investigates the issues of:

  • organizing and locating marketing in a business corporation
  • management responsibility for planning and decision making
  • the role of the marketing communication manager in contemporary society.

With a good balance of theory and practice and UK and European case studies, this noteworthy book covers a range of issues of significance to both the public and private sectors, and large, medium and small businesses.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Providing a fresh and innovative framework for the management of marketing communication processes, this textbook uses references to communication studies, cultural studies and critical management studies to shift the focus from message-making to relationship-building.

Providing a contemporary examination of marketing as a social process, author Varey focuses on a planned, integrated marketing communication programme. He combines a managerial perspective with current communication and marketing theory, to develop a contemporary set of principles, incorporating such recent developments as e-communication and new media. It investigates the issues of:

With a good balance of theory and practice and UK and European case studies, this noteworthy book covers a range of issues of significance to both the public and private sectors, and large, medium and small businesses.

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