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Item Details
| Title:
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MARKETING COMMUNICATION
A CRITICAL INTRODUCTION |
| By: |
Richard J. Varey |
| Format: |
Electronic book text |
| List price:
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£45.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
1134581599 |
| ISBN 13: |
9781134581597 |
| Publisher: |
TAYLOR & FRANCIS LTD |
| Pub. date: |
1 September, 2002 |
| Pages: |
416 |
| 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 corporationmanagement responsibility for planning and decision makingthe 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. |
| Publication: |
UK |
| Imprint: |
Routledge |
| Returns: |
Non-returnable |
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