ABSTRACT

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.

chapter one|17 pages

An Introduction to Marketing Communication

chapter two|23 pages

A Communication Concept for Communicating

chapter three|31 pages

Consumer Behaviour and Communication

chapter four|23 pages

Marketing Communication Ideology

chapter five|17 pages

Managing with Stakeholders in Mind

chapter six|13 pages

Intercultural Communication

chapter seven|24 pages

The Marketing Mix as Social Communicator

chapter eight|16 pages

The Brand Communicator

chapter nine|27 pages

Selecting Media for Communicating

chapter ten|20 pages

Identity, Image, and Reputation

chapter eleven|18 pages

Internal Marketing Communication

chapter twelve|19 pages

Relationship Marketing

chapter thirteen|19 pages

Integrated Marketing Communication

chapter fourteen|19 pages

Advertising as Communicating

chapter fifteen|16 pages

Communication Strategies and Objectives

chapter seventeen|18 pages

Professionalism