Marketing Communication : A Critical Introduction PDF
by 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.
Information
-
Download - Immediately Available
- Format:PDF
- Pages:416 pages
- Publisher:Taylor and Francis
- Publication Date:12/04/2002
- Category:
- ISBN:9780203466919
Other Formats
- Paperback / softback from £58.99
- Hardback from £220.00
- EPUB from £53.09
- PDF from £53.09
Information
-
Download - Immediately Available
- Format:PDF
- Pages:416 pages
- Publisher:Taylor and Francis
- Publication Date:12/04/2002
- Category:
- ISBN:9780203466919
