Marketing Communication - A Critical Introduction (Paperback, New)

A fresh and innovative framework for the management of marketing communication processes. Using references to communication studies, cultural studies and critical management studies, this textbook shifts the focus from message-making to relationship-building.
Providing a contemporary examination of marketing as a social process, the book focuses on a planned, integrated marketing communication programme. It 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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Release date:	November 2001
First published:	2002
Authors:	Richard Varey
Dimensions:	234 x 156 x 19mm (L x W x T)
Format:	Paperback
Pages:	416
Edition:	New
ISBN-13:	978-0-415-23040-7
Categories:	Books > Reference & Interdisciplinary > Communication studies > General Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	0-415-23040-3
Barcode:	9780415230407

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