In order to read or download eBook, you need to create FREE account. eBook available in PDF, ePub, MOBI and Kindle versions
This text challenges the orthodox view of marketing communication. Using references to communication studies, cultural studies, and critical management studies, the focus of managing marketing communication is shifted from message-making to relationship-building. This textbook provides a contemporary examination of marketing as a social process. The scope of communication theory is broadened and a two-way conception of communication is introduced. The existing model of marketing communication is replaced with a new and exciting concept, that integrates the relational and social emphases of the twenty-first century. "Marketing Communication" investigates the problems of organizing and locating marketing in a business corporation, management responsibility for planning and decision making, and the role of the marketing communication manager in contemporary society.