Marketing Communication : A Critical Introduction

ISBN-13: 9780415230391 / Angielski / Twarda / 2001 / 416 str.

Richard Varey;Richard Varey

Opis

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.

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.

Spis treści

Preface 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. Inter-cultural Communication 7. The Marketing Mix as a Social Communicator 8. The Brand Communicator 9. Selecting Media of Communication 10. Identity, Image and Reputation 11. Internal Marketing Communication 12 Relationship Marketing 13. Integrated Marketing Communication 14. Advertising 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.

O autorze

Richard J. Varey teaches and researches the communication issues of the management of marketing relationships, previously at the University of Salford, and now at the University of Waikato, New Zealand. He has published widely on the future of marketing in a sustainable society, relationship marketing, and corporate communication. He is a member of the editorial boards of The Journal of Customer Behaviour, The Journal of Marketing Communications, The Journal of Communication Management, and The Corporate Reputation Review. He was the BIM Young Manager of the Year in 1991.