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.

This text challenges the orthodox view of marketing communication. Using references to communication studies, cultural studies, and critical management studies, the focus of managing marketing communication is shifted from message-making to relationship-building. This textbook provides a contemporary examination of marketing as a social process. The scope of communication theory is broadened and a two-way conception of communication is introduced. The existing model of marketing communication is replaced with a new and exciting concept, that integrates the relational and social emphases of the twenty-first century. "Marketing Communication" investigates the problems of organizing and locating marketing in a business corporation, management responsibility for planning and decision making, and the role of the marketing communication manager in contemporary society.

Contents:
Key Themes include: Human Resource Management, Marketing Orientation, Strategy Implementation, Quality Management, Organisational Development and Change Management, Internal Service Productivity, Innovation, Corporate Image and Reputation, Corporate Integration, Selling Products and Services to Employees, Organisational Communicaton, The Individual Person as the Product or Marketeer.

By bringing together a multi-disciplinary set of contributions from leading writers in the field of service marketing and management, this book represents a much-needed resource of the current `state-of-the-art' research and conceptual development in internal marketing. Comprising new theoretical and empirical work, and case studies based on a wide range of sector and industry applications, Internal Marketing identifies key themes and issues, including:
· social model of marketing
· human resource management perspective
· marketing and service management
· quality management
· organisational development
· corporate identity, image and reputation
· corporate communication