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Item Details
| Title:
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MARKETING COMMUNICATION
A CRITICAL INTRODUCTION |
| By: |
Richard J. Varey |
| Format: |
Paperback |
| List price:
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£58.99 |
| Our price: |
£57.22 |
| Discount: |
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| You save:
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£1.77 |
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| ISBN 10: |
0415230403 |
| ISBN 13: |
9780415230407 |
| Availability: |
Usually dispatched within 1-3 weeks.
 Delivery
rates
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| Stock: |
Currently 0 available |
| Publisher: |
TAYLOR & FRANCIS LTD |
| Pub. date: |
22 November, 2001 |
| Pages: |
416 |
| Description: |
A fresh and innovative framework for the management of marketing communication processes focusing on a planned, integrated marketing communication programme. |
| 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. |
| Illustrations: |
illustrations |
| Publication: |
UK |
| Imprint: |
Routledge |
| Returns: |
Returnable |
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