Marketing Communication: A Critical Introduction

by Varey Richard and Richard Varey

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...

• Format: Paperback
• Language: English
• ISBN: 0415230403
• ISBN13: 9780415230407
• Release Date: November 2001
• Publisher: Routledge
• Length: 416 Pages
• Weight: 1.30 lbs.
• Dimensions: 1.0" x 6.1" x 9.2"