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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...

Humanistic Marketing is a response to the currently growing mega-trend call for rethinking marketing. The book organizes current thinking around the problems of marketing theory and practice as well as solutions and ways forward, providing a diverse exploration of the position of marketing in the face of challenges for societal transformation.

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...

This work represents a much-needed resource of the current state-of-the-art' research and conceptual development in internal marketing. Comprising theoretical and empirical work, and case studies based on a wide range of sector and industry applications, this work themes and issues, including: social model of marketing; human resource management perspective; marketing and service management; quality management organizational development; corporate identity, image and reputation; and corporate communication.

Bringing together contributions from leading writers in the field of service marketing and management, this book represents a much-needed source of current research and conceptual development in internal marketing. Key themes and issues explored include:

* the social model of marketing
* the human resource management perspective
* marketing and service management
* quality management
* organizational development
* corporate identity, image and reputation
* corporate communication.

Comprising new theoretical and empirical work, this book also features in...