Marketing Communication

Marketing Communication
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By:"Richard J. Varey"
"Business & Economics"
Published on 2002 by Psychology Press

This text challenges the orthodox view of marketing communication.

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This text challenges the orthodox view of marketing communication. Using references to communication studies, cultural studies, and critical management studies, the focus of managing marketing communication is shifted from message-making to relationship-building. This textbook provides a contemporary examination of marketing as a social process. The scope of communication theory is broadened and a two-way conception of communication is introduced. The existing model of marketing communication is replaced with a new and exciting concept, that integrates the relational and social emphases of the twenty-first century. \

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