Marketing Communication

<p>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.</p><p>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:</p><ul> <li>organizing and locating marketing in a business corporation</li> <li>management responsibility for planning and decision making</li> <li>the role of the marketing communication manager in contemporary society.</li> </ul><p>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.</p>