Marketing communication : principles and practice /
"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...
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| Autor principal: | |
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| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
London ; New York :
Routledge,
2002.
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| Materias: | |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
| LEADER | 02786nam a2200277Ia 4500 | ||
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| 001 | 99717027004151 | ||
| 005 | 20180907131614.0 | ||
| 008 | 180907s2002 enka b 001 0 eng d | ||
| 020 | |a 041523039X |q (hbk.) | ||
| 020 | |a 9780415230391 |q (hbk.) | ||
| 020 | |a 0415230403 |q (pbk.) | ||
| 020 | |a 9780415230407 |q (pbk.) | ||
| 035 | |a (OCoLC)1051003199 | ||
| 035 | |a (OCoLC)on1051003199 | ||
| 040 | |a U@S |b spa |c U@S | ||
| 049 | |a U@SA | ||
| 050 | 4 | |a HF5415.123 |b .V37 2002 | |
| 100 | 1 | |a Varey, Richard J., |d 1955- | |
| 245 | 1 | 0 | |a Marketing communication : |b principles and practice / |c Richard J. Varey. |
| 260 | |a London ; |a New York : |b Routledge, |c 2002. | ||
| 300 | |a xxv, 389 p. : |b il. ; |c 26 cm. | ||
| 504 | |a Incluye referencias bibliográficas (p. 360-377) e índice. | ||
| 505 | 0 | |a 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. Intercultural communication -- 7. The marketing mix as social communicator -- 8. The brand communicator -- 9. Selecting media for communicating -- 10. Identity, image, and reputation -- 11. Internal marketing communication -- 12. Relationship marketing -- 13. Integrated marketing communication -- 14. Advertising as communicating -- 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? | |
| 520 | |a "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." --Descripción del editor. | ||
| 650 | 0 | |a Communication in marketing. | |
| 650 | 7 | |a Comunicación en el mercadeo. |2 UDESA | |