Marketing Communication: A Critical Introduction

✍ Scribed by Richard Varey

• Publisher: Routledge
• Year: 2001
• Tongue: English
• Leaves: 416
• Category: Library

✦ Synopsis

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.

✦ Table of Contents

Book Cover......Page 1
Title......Page 4
Contents......Page 5
List of figures......Page 12
List of case studies......Page 15
List of boxes......Page 16
List of tables......Page 19
Structure of the book......Page 21
Preface......Page 24
An introduction to marketing communication......Page 28
A communication concept for communicating......Page 45
Consumer behaviour and communication......Page 68
Marketing communication ideology......Page 99
Managing with stakeholders in mind......Page 122
Intercultural communication......Page 139
The marketing mix as social communicator......Page 152
The brand communicator......Page 176
Selecting media for communicating......Page 192
Identity, image, and reputation......Page 219
Internal marketing communication......Page 239
Relationship marketing......Page 257
Integrated marketing communication......Page 276
Advertising as communicating......Page 295
Communication strategies and objectives......Page 314
Planning, evaluating, and controlling the marketing communication system and programme......Page 330
Professionalism......Page 351
Contemporary marketing communication, corporate communication, andthe future?......Page 369
Bibliography......Page 387
Index......Page 405