Marketing Communication: A Critical Introduction

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Routledge, Sep 11, 2002 - Business & Economics - 416 pages

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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Structure of the book
Chapter 1 An introduction to marketing communication
Chapter 2 A communication concept for communicating
Chapter 3 Consumer behaviour and communication
Chapter 4 Marketing communication ideology
Chapter 5 Managing with stakeholders in mind
Chapter 6 Intercultural communication
Chapter 11 Internal marketing communication
Chapter 12 Relationship marketing
Chapter 13 Integrated marketing communication
Chapter 14 Advertising as communicating
Chapter 15 Communication strategies and objectives
Chapter 16 Planning evaluating and controlling the marketing communication system and programme
Chapter 17 Professionalism
Chapter 18 Contemporary marketing communication corporate communication and the future?

Chapter 7 The marketing mix as social communicator
Chapter 8 The brand communicator
Chapter 9 Selecting media for communicating
Chapter 10 Identity image and reputation

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About the author (2002)

Richard J. Varey teaches and researches the communication issues of the management of marketing relationships, previously at the University of Salford, and now at the University of Waikato, New Zealand. He has published widely on the future of marketing in a sustainable society, relationship marketing, and corporate communication. He is a member of the editorial boards of The Journal of Customer Behaviour, The Journal of Marketing Communications, The Journal of Communication Management, and The Corporate Reputation Review. He was the BIM Young Manager of the Year in 1991.

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