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...
Guardado en:
| 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 |
| Sumario: | "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. |
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| Descripción Física: | xxv, 389 p. : il. ; 26 cm. |
| Bibliografía: | Incluye referencias bibliográficas (p. 360-377) e índice. |
| ISBN: | 041523039X 9780415230391 0415230403 9780415230407 |