Marketing communication : principles and practice

Richard J. Varey

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Marketing and Advertising Strategies Digital Marketing and Social Media Literature, Culture, and Aesthetics

Abstract

An introduction to marketing communication a communication concept for communicating consumer behaviour and communication marketing communication ideology managing with stakeholders in mind inter-cultural communication the marketing mix as a social communicator the brand communicator selecting media of communicating identity, image and reputation internal marketing communication relationship marketing integrated marketing communication advertising communication strategies and objectives planning, evaluating and controlling the marketing communication system and programme professionalism contemporary marketing communication corporate communication and the future.

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References

2010Cultures and Organizations, Software of the mind. Intercultural Cooperation and Its Importance for survival 1990Service management and marketing: managing the moments of truth in service competition 1988Reputation and corporate strategy: A review of recent theory and applications 1989The seven habits of highly effective people : restoring the character ethic 1991Corporate identity: making business strategy visible through design

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