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Providing a fresh and innovative framework for the management of marketing communication processes, this textbook shifts the focus from message-making to relationship-building, focusing on a planned, integrated marketing communication programme.
List of contents
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.
About the author
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.
Summary
Providing a fresh and innovative framework for the management of marketing communication processes, this textbook shifts the focus from message-making to relationship-building, focusing on a planned, integrated marketing communication programme.
