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Marketing Communication

Richard Varey
€303.80
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brand identity
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consumer behaviour analysis
Contemporary Society
corporate
corporate image management
Corporate Reputation
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customer
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integrated communication planning in organisations
Integrated Marketing
intercultural communication
Internal Marketing
management
Marketing Communication
Marketing Communication Activities
Marketing Communication Managers
Marketing Communication Objectives
Marketing Communication Planning
Marketing Communication Strategy
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media selection strategies
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personal
promotion
Relationship Marketing
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system
systems
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UK Internet User
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Young Men

Product details

  • ISBN 9780415230391
  • Weight: 780g
  • Dimensions: 156 x 234mm
  • Publication Date: 22 Nov 2001
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
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Description

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.
About Richard Varey
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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