05247oam 2200637I 450 99626284060331620230607214848.01-134-58159-9981-210-237-X1-134-58160-21-280-40381-00-203-46691-810.4324/9780203466919 (CKB)1000000000004983(EBL)169937(OCoLC)50705278(SSID)ssj0000079641(PQKBManifestationID)11110686(PQKBTitleCode)TC0000079641(PQKBWorkID)10095948(PQKB)10967818(MiAaPQ)EBC169937(EXLCZ)99100000000000498320180706d2002 uy 0engur|n|---|||||txtccrMarketing communication principles and practice /Richard J. VareyLondon ;New York :Routledge,2002.1 online resource (417 p.)Description based upon print version of record.0-415-23040-3 0-415-23039-X Includes bibliographical references (p. [360]-377) and index.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 communicationThe 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 actionWhat 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 marketingCulture 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; IntroductionCognitive response to marketing interventionsProviding 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 developmentsCommunication in marketingCommunication in marketing.658.8658.80285.40bclVarey Richard J.1955-,784862MiAaPQMiAaPQMiAaPQBOOK996262840603316Marketing communication1746795UNISA