Marketing Communication

Author : Richard Varey

Master eBook ISBN10 : 0-203-46691-8

Master eBook ISBN13 : 978-0-203-46691-9

No of pages :416

Originally Published : 22 Nov 2001

Status : Available [You may read this title]

Marketing Communication 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.

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Table of contents : Preface, 1. An Introduction to Marketing Communication, 2. A Communication Concept for Communicating, 3. Consumer Behaviour and Communication, 4. Marketing Communication Ideology, 5. Managing with Stakeholders in Mind, 6. Inter-cultural Communication, 7. The Marketing Mix as a Social Communicator, 8. The Brand Communicator, 9. Selecting Media of Communicating, 10. Identity, Image and Reputation, 11. Internal Marketing Communication, 12. Relationship Marketing, 13. Integrated Marketing Communication, 14. Advertising, 15. Communication Strategies and Objectives, 16. Planning, Evaluating and Controlling the Marketing Communication System and Programme, 17. Professionalism, 18. Contemporary Marketing Communication, Corporate Communication and the Future

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