Marketing Communication: A Critical Introduction
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- Synopsis
- 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.
- Copyright:
- 2001
Book Details
- Book Quality:
- Publisher Quality
- Book Size:
- 416 Pages
- ISBN-13:
- 9781134581597
- Related ISBNs:
- 9780203466919, 9780415230391, 9780415230407
- Publisher:
- Taylor and Francis
- Date of Addition:
- 06/13/23
- Copyrighted By:
- Richard Varey
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance, Communication
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.