Marketing communication : principles and practice / / Richard J. Varey

• Record Nr.: UNISA996262840603316
• Autore: Varey Richard J. <1955-, >
• Pubbl/distr/stampa: London ; ; New York : , : Routledge, , 2002
• ISBN: 1-134-58159-9; 981-210-237-X; 1-134-58160-2; 1-280-40381-0; 0-203-46691-8
• Descrizione fisica: 1 online resource (417 p.)
• Classificazione: 85.40
• Disciplina: 658.8; 658.802
• Soggetti: Communication in marketing
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references (p. [360]-377) and index.
• Nota di contenuto: MARKETING COMMUNICATION PRINCIPLES AND PRACTICE; Copyright; Contents; List of figures; List of case studies; List of boxes; List of tables; Structure of the book; Preface; Chapter 1 An introduction to marketing communication; Learning points; Introduction; The marketing task; Marketing, consumption, and communication; Marketing as a management technology: micro-marketing; Marketing as a social process: macro-marketing; Weaknesses in traditional textbook explanations of marketing; Weaknesses in traditional textbook explanations of marketing communication; The contrived evolution of human communication technologiesWhat do you think?; Rationale for the book; Further reading; Chapter 2 A communication concept for communicating; Learning points; Introduction; The orthodox view of marketing communication; Three perspectives on messages; Communicator characteristics; Zones of meaning; Communication networks; Communication and culture; What do you think?; Further reading; Chapter 3 Consumer behaviour and communication; Learning points; Introduction; People as consumers; Theories of purchase behaviours; How can we explain buyer behaviour?; The purchase decision-making processSome further key concepts; ; Mindfulness; The appreciative system; Diffusion of innovations; Personal influence and opinion leaders; Corporate buying behaviour; Implications for managers; What do you think?; Further reading; Chapter 4 Marketing communication ideology; Learning points; Introduction; Communication is relational; Communication as a mode of exchange; Marketing communication in the value-creating system; Cooperation, collaboration, competition; Marketing communication objectives; Messages; Market education; Response to marketing action; What do you think?Further reading; Chapter 5 Managing with stakeholders in mind; Learning points; Introduction; The marketing environment; Audiences, markets, and publics; Stakeholding; Do we have a stakeholder society in the UK?; The third- and fourth-wave society of the new millennium; The inclusive company; Managing with stakeholders in mind; Corporate community; Concepts of communication and communication purpose; Marketing channels and networks; What do you think?; Further reading; Chapter 6 Intercultural communication; Learning points; Introduction; Culture and marketing; Culture as communicationCross-cultural consumer behaviour; International strategies; International advertising; What do you think?; Further reading; Chapter 7 The marketing mix as social communicator; Learning points; Introduction; The elements of the modern marketing mix; The traditional communication tools; Buyer state; Communicating in marketing channels; Investing in word-of-mouth promotion; Consumer vs. business to business; Choosing communication activities; Beyond the 4 Ps; What do you think?; Further reading; Chapter 8 The brand communicator; Learning points; Introduction; Cognitive response to marketing interventions
• Sommario/riassunto: 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

Critical cultural policy studies [[electronic resource] ] : a reader / / edited by Justin Lewis and Toby Miller

• Record Nr.: UNISA996218291903316
• Pubbl/distr/stampa: Malden, MA, : Blackwell Pub., 2003
• ISBN: 1-281-31960-0; 9786611319601; 0-470-70326-1; 0-470-69007-0; 0-470-77982-9
• Descrizione fisica: 1 online resource (372 p.)
• Altri autori (Persone): LewisJustin <1958->; MillerToby
• Disciplina: 001.3; 306
• Soggetti: Cultural policy; Cultural policy - Study and teaching; Civilization, Modern - 1950-; Politics and culture; Popular culture - Political aspects; Popular culture - Economic aspects; United States Cultural policy
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Contents; List of Contributors; Acknowledgments; Introduction; Part I Cultural Studies and the Cultural Industry; 1 Cultural Studies from the Viewpoint of Cultural Policy; 2 Cultural Policy Studies; Part II Radio; Introduction to Part II; 3 From Inventing American Broadcasting; 4 The Backlash against Broadcast Advertising; 5 The Effects of Telecommunication Reform on US Commercial Radio; Part III Television and Film; Introduction to Part III; 6 Embedded Aesthetics: Creating a Discursive Space for Indigenous Media; 7 Doing it My Way - Broadcasting Regulation in Capitalist Cultures: The Case of ""Fairness"" and ""Impartiality""8 TV Viewing as Good ; Citizenship ? Political Rationality, Enlightened Democracy and PBS; 9 Burning Rubber's Perfume; 10 The Film Industry and the Government: ""Endless Mr Beans and Mr Bonds""?; Part IV The Internet; Introduction to Part IV; 11 The Marketplace Citizen and the Political Economy of Data Trade in the European Union; 12 ""That Deep Romantic Chasm"": Libertarianism, Neoliberalism, and the Computer Culture; PartV The Arts and Museums; Introduction to Part V; 13 The Political Rationality of the Museum14 Art; 15 Object Lessons: Fred Wilson Reinstalls Museum Collections to Highlight Sins of Omission; Part VI Sport; Introduction to Part VI; 16 Hegemonic Masculinity, the State, and the Politics of Gender Equity Policy Research; 17 Sports Wars: Suburbs and Center Cities in a Zero-Sum Game; Part VII Music; Introduction to Part VII; 18 Radio Space and Industrial Time: The Case of Music Formats; 19 Musical Production, Copyright, and the Private Ownership of Culture; 20 ""We Are the World"": State Music Policy, Cultural Imperialism, and Globalization; Part VIII International Organizations and National CulturesIntroduction to Part VIII; 21 Television Set Production at the US-Mexico Border: Trade Policy and Advanced Electronics for the Global Market; 22 Trade and Information Policy; 23 Crafting Culture: Selling and Contesting Authenticity in Puerto Rico's Informal Economy; Part IX Urban Planning; Introduction to Part IX; 24 Re-inventing Times Square: Cultural Value and Images of ""Citizen Disney""; 25 All the World's a Mall: Reflections on the Social and Economic Consequences of the American Shopping Center; 26 Citizenship and the TechnopolesIndex
• Sommario/riassunto: Critical Cultural Policy Studies: A Reader brings together classic statements and contemporary views that illustrate how everyday culture is as much a product of policy and economic determinants as it is of creative and consumer impulses.