Marketing Communication: A Critical Introduction
- ISBN-10
- 1134581599
- ISBN-13
- 9781134581597
- Series
- Marketing Communication
- Category
- Business & Economics
- Pages
- 418
- Language
- English
- Published
- 2002-09-11
- Publisher
- Routledge
- Author
- Richard Varey
Description
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.
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Other editions
-
- 2021-07-04
- 125 pages
- Ebook
- BookRix
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- 2005-11-17
- 320 pages
- Ebook
- OUP Oxford
-
- 2005
- 320 pages
- Paperback
- Oxford University Press on Demand
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