Marketing Communication: Principles and Practice

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Psychology Press, 2002 - Business & Economics - 389 pages
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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 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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List of figures xi
Case studies
macromarketing 9
The eloquence of Hermes the boundary spanner 15
A communication concept for communicating 18
What we wear is who we are 38
Consumer behaviour and communication 41
direct communication for the launch of RBS Advanta 186
Identity image and reputation 192
the Shell International corporate identity programme 209
Internal marketing communication 212
Koch Industries and the death of commandandcontrol management 226
Relationship marketing 230
Building a relationship business 245
12A National Geographics subscribers have always been members 246

The meanings of dinner 70
Marketing communication ideology 72
The Benetton network 89
Managing with stakeholders in mind 95
The contrived evolution of human communication
Listening and responding 109
What do you think? 15
Intercultural communication 112
the Marathon impact of a name change 122
The marketing mix as social communicator 125
Marketing at the RNIB 146
The brand communicator 149
What isManchester United? 161
Integrated marketing communication 249
Launching the Toyota Yaris 256
Advertising as communicating 268
Google on the Web 284
Communication strategies and objectives 287
Planning evaluating and controlling the marketing
Professionalism 324
Contemporary marketing communication corporate
Bibliography 360
Index 378
VHI Says Go For It 299
Marketing communication meets corporate communication at AOL com 356

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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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