LEADER 05247oam 2200637I 450 001 996262840603316 005 20230607214848.0 010 $a1-134-58159-9 010 $a981-210-237-X 010 $a1-134-58160-2 010 $a1-280-40381-0 010 $a0-203-46691-8 024 7 $a10.4324/9780203466919 035 $a(CKB)1000000000004983 035 $a(EBL)169937 035 $a(OCoLC)50705278 035 $a(SSID)ssj0000079641 035 $a(PQKBManifestationID)11110686 035 $a(PQKBTitleCode)TC0000079641 035 $a(PQKBWorkID)10095948 035 $a(PQKB)10967818 035 $a(MiAaPQ)EBC169937 035 $a(EXLCZ)991000000000004983 100 $a20180706d2002 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aMarketing communication $eprinciples and practice /$fRichard J. Varey 210 1$aLondon ;$aNew York :$cRoutledge,$d2002. 215 $a1 online resource (417 p.) 300 $aDescription based upon print version of record. 311 $a0-415-23040-3 311 $a0-415-23039-X 320 $aIncludes bibliographical references (p. [360]-377) and index. 327 $aMARKETING 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 327 $aThe 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? 327 $aThe 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 327 $aWhat 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 327 $aCulture 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 327 $aCognitive response to marketing interventions 330 $aProviding 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 606 $aCommunication in marketing 615 0$aCommunication in marketing. 676 $a658.8 676 $a658.802 686 $a85.40$2bcl 700 $aVarey$b Richard J.$f1955-,$0784862 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a996262840603316 996 $aMarketing communication$91746795 997 $aUNISA