A Critical Introduction
By (author) Richard J. Varey
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Marketing Communication by Richard J. Varey
Book DescriptionProviding 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.
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Book DetailsISBN: 9780415230407
(246mm x 174mm x 19mm)
Publisher: Taylor & Francis Ltd
Publish Date: 22-Nov-2001
Country of Publication: United Kingdom
Books By Author Richard J. Varey
Humanistic Marketing, Hardback (November 2013)
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.
Internal Marketing, Paperback (August 2000)» View all books by Richard J. Varey
Represents a much-needed source of research and conceptual development in internal marketing. This book explores themes and issues ranging from the social model of marketing; the human resource management perspective; marketing and service management; quality management; organizational development; corporate identity, to image, and reputation.
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Author Biography - Richard J. Varey
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.
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