The Resource Marketing communication : principles and practice, Richard J. Varey, (electronic resource)

Marketing communication : principles and practice, Richard J. Varey, (electronic resource)

Label
Marketing communication : principles and practice
Title
Marketing communication
Title remainder
principles and practice
Statement of responsibility
Richard J. Varey
Creator
Subject
Genre
Language
  • eng
  • eng
Summary
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
Cataloging source
MiAaPQ
http://library.link/vocab/creatorDate
1955-
http://library.link/vocab/creatorName
Varey, Richard J.
Dewey number
  • 658.8
  • 658.802
Illustrations
illustrations
Index
index present
Language note
English
LC call number
HF5415.123
LC item number
.V37 2002
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/subjectName
Communication in marketing
Label
Marketing communication : principles and practice, Richard J. Varey, (electronic resource)
Instantiates
Publication
Note
Description based upon print version of record
Bibliography note
Includes bibliographical references (p. [360]-377) and index
Carrier category
online resource
Carrier category code
cr
Content category
text
Content type code
txt
Contents
  • 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
Dimensions
unknown
Extent
1 online resource (417 p.)
Form of item
online
Isbn
9781134581603
Media category
computer
Media type code
c
Specific material designation
remote
System control number
  • (EBL)169937
  • (OCoLC)50705278
  • (SSID)ssj0000079641
  • (PQKBManifestationID)11110686
  • (PQKBTitleCode)TC0000079641
  • (PQKBWorkID)10095948
  • (PQKB)10967818
  • (MiAaPQ)EBC169937
  • (EXLCZ)991000000000004983
Label
Marketing communication : principles and practice, Richard J. Varey, (electronic resource)
Publication
Note
Description based upon print version of record
Bibliography note
Includes bibliographical references (p. [360]-377) and index
Carrier category
online resource
Carrier category code
cr
Content category
text
Content type code
txt
Contents
  • 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
Dimensions
unknown
Extent
1 online resource (417 p.)
Form of item
online
Isbn
9781134581603
Media category
computer
Media type code
c
Specific material designation
remote
System control number
  • (EBL)169937
  • (OCoLC)50705278
  • (SSID)ssj0000079641
  • (PQKBManifestationID)11110686
  • (PQKBTitleCode)TC0000079641
  • (PQKBWorkID)10095948
  • (PQKB)10967818
  • (MiAaPQ)EBC169937
  • (EXLCZ)991000000000004983

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