Marketing Communication: A Critical Introduction (Paperback)
  • Marketing Communication: A Critical Introduction (Paperback)
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Marketing Communication: A Critical Introduction (Paperback)

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£47.99
Paperback 416 Pages / Published: 22/11/2001
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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.

Publisher: Taylor & Francis Ltd
ISBN: 9780415230407
Number of pages: 416
Weight: 816 g
Dimensions: 248 x 171 x 19 mm

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