Marketing Communication: A Critical Introduction
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:
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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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?