Marketing Communication: A Critical Introduction By Richard Var .9780415230407

Marketing Communication: A Critical Introduction By Richard Var .9780415230407

Taylor & Francis

Marketing CommunicationA Critical Introduction\nAuthor(s): Richard Varey\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9780415230407, 978-0415230407\nSynopsis\nProviding 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.\n\nProviding 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:\n\norganizing and locating marketing in a business corporation\nmanagement responsibility for planning and decision making.

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