Marketing communication : principles and practice

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<title>Marketing communication</title>
<subTitle>: principles and practice</subTitle>
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<namePart>Varey, Richard J.</namePart>
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<publisher>Routledge</publisher>
<dateIssued>2002</dateIssued>
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<abstract>An introduction to marketing communication -- A communication concept for communicating -- Consumer behaviour and communication -- Marketing communication ideology -- Managing with stakeholders in mind -- Intercultural communication -- The marketing mix as social communicator -- The brand communicator -- Selecting media for communicating -- Identity, image, and reputation -- Internal marketing communication -- Relationship marketing -- Integrated marketing communication -- Advertising as communicating -- Communication strategies and objectives -- Planning, evaluating, and controlling the marketing communication system and programme -- Professionalism -- Contemporary marketing communication, corporate communication, and... the future?</abstract>
<note type="statement of responsibility">Richard J. Varey</note>
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<topic>Empresas</topic>
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<topic>Marketing de comunicaciones</topic>
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<topic>Marketing mix</topic>
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<topic>Estrategia empresarial</topic>
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<identifier type="isbn">0-415-23040-3</identifier>
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