Marketing Communication

Marketing Communication

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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 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.In the USA, around 75 per cent of adults held at least one credit card, while the uptake in the UK remained under 40 per ... Save aamp; Prosper (eventually taken over by Flemings) dipped into the a#39;low APRa#39; market and launched a credit card with aanbsp;...


Title:Marketing Communication
Author: Richard Varey
Publisher:Routledge - 2002-09-11
ISBN-13:

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