Marketing Communication

Released on by Richard Varey
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  • Marketing Communication Book Detail

  • Author : Richard Varey
  • Release Date : 2002-09-11
  • Publisher : Routledge
  • Genre : Business & Economics
  • Pages : 418
  • ISBN 13 : 1134581599
  • File Size : 8,8 MB
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Marketing Communication by Richard Varey PDF Summary

Book 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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