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Synopsis
Providing a fresh and innovative framework for the management of marketing communication processes, this textbook shifts the focus from message-making to relationship-building, focusing on a planned, integrated marketing communication programme.
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About the Author
Richard J. Varey teaches and researches the communication issues of the management of marketing relationships, previously at the University of Salford, and now at the University of Waikato, New Zealand. He has published widely on the future of marketing in a sustainable society, relationship marketing, and corporate communication. He is a member of the editorial boards of The Journal of Customer Behaviour, The Journal of Marketing Communications, The Journal of Communication Management, and The Corporate Reputation Review. He was the BIM Young Manager of the Year in 1991.
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Marketing Communication: A Critical Introduction
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Marketing Communication : Principles and Practice
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Marketing Communication: A Critical Introduction
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