Centro de Documentacion de Fundación MAPFRE - Marketing communication : principles and practice

MAP20070035947

Marketing communication : principles and practice / Richard J. Varey. — London ; New York : Routledge, 2002

XXV, 389 p. ; 25 cm

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?

ISBN 0-415-23040-3

1. Empresas . 2. Marketing de comunicaciones . 3. Marketing mix . 4. Estrategia empresarial . I. Título.

FUNDACIÓN MAPFRE. Centro de Documentación

FUNDACIÓN MAPFRE. Centro de Documentación — Signatura: MBA - 922.112.1 VAR MAR — Nº de registro: 032607

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