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Marketing Communication | 0:e upplagan

Marketing Communication | 0:e upplagan

  • Häftad, Engelska, 2001
  • Författare: Richard J Varey
  • Betyg:
865
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Beskrivning

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. (Bookdata)

Produktinformation

Bandtyp:
Häftad
Språk:
Engelska
Förlag:
Taylor & Francis Ltd
Upplaga:
0
Utgiven:
2001-11-01
ISBN:
9780415230407
Sidantal:
416

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