Marketing Communication - A Critical Introduction (Paperback, New)

A fresh and innovative framework for the management of marketing communication processes. Using references to communication studies, cultural studies and critical management studies, this textbook shifts the focus from message-making to relationship-building.
Providing a contemporary examination of marketing as a social process, the book focuses on a planned, integrated marketing communication programme. It combines a managerial perspective with current communication and marketing theory, to develop a contemporary set of principles, incorporating such recent developments as e-communication and new media. It investigates the issues of:
*organizing and locating marketing in a business corporation
*management responsibility for planning and decision making
*the role of the marketing communication manager in contemporary society.