Marketing Communication

Marketing Communication
By:Richard J. Varey
Published on 2002 by Psychology Press

This text challenges the orthodox view of marketing communication. Using references to communication studies, cultural studies, and critical management studies, the focus of managing marketing communication is shifted from message-making to relationship-building. This textbook provides a contemporary examination of marketing as a social process. The scope of communication theory is broadened and a two-way conception of communication is introduced. The existing model of marketing communication is replaced with a new and exciting concept, that integrates the relational and social emphases of the twenty-first century. |Marketing Communication| investigates the problems of organizing and locating marketing in a business corporation, management responsibility for planning and decision making, and the role of the marketing communication manager in contemporary society.

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Book which was published by Psychology Press since 2002 have ISBNs, ISBN 13 Code is 9780415230407 and ISBN 10 Code is 0415230403

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