{"product_id":"marketing-communication-2","title":"Marketing Communication","description":"\u003cp\u003eProviding 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.\u003c\/p\u003e\u003cp\u003eProviding 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:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eorganizing and locating marketing in a business corporation\u003c\/li\u003e\n\u003cli\u003emanagement responsibility for planning and decision making\u003c\/li\u003e\n\u003cli\u003ethe role of the marketing communication manager in contemporary society.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eWith 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.\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":54235949662552,"sku":"9780415230407","price":78.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9780415230407.jpg?v=1777269633","url":"https:\/\/agendabookshop.com\/products\/marketing-communication-2","provider":"Agenda Bookshop","version":"1.0","type":"link"}