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Marketing Communication : Principles and Practice. マーケティング・コミュニケーション入門
・ISBN 978-0-415-23039-1 hard GB£ 260.00
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・ISBN 978-0-415-23040-7 paper GB£ 68.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-0-203-46691-9
| 著者・編者 | Varey, Richard J., |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2002 |
| ページ数 | 416 pp. |
| 言語 | ENG |
| ニュース番号 | ＜463-520＞ |
解説
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.