Marketing Communication: A Critical Introduction by Richard VareyMarketing Communication: A Critical Introduction by Richard Varey

Marketing Communication: A Critical Introduction

byRichard VareyEditorRichard Varey

Paperback | July 12, 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 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.

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 i...
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Title:Marketing Communication: A Critical IntroductionFormat:PaperbackDimensions:416 pages, 9.21 × 6.14 × 0.7 inPublished:July 12, 2001Publisher:Taylor and FrancisLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0415230403

ISBN - 13:9780415230407

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