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Marketing communication : principles and practice

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<titleInfo>
<title>Marketing communication</title>
<subTitle>: principles and practice</subTitle>
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<name type="personal" usage="primary" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080209254">
<namePart>Varey, Richard J.</namePart>
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<issuance>monographic</issuance>
<place>
<placeTerm type="text">London ; New York</placeTerm>
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<publisher>Routledge</publisher>
<dateIssued>2002</dateIssued>
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<language>
<languageTerm type="code" authority="iso639-2b">eng</languageTerm>
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<extent>XXV, 389 p. 25 cm</extent>
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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>
<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080546991">
<topic>Empresas</topic>
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<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080621728">
<topic>Marketing de comunicaciones</topic>
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<topic>Marketing mix</topic>
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<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080606091">
<topic>Estrategia empresarial</topic>
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<classification authority="">922.112.1</classification>
<location>
<url displayLabel="MÁS INFORMACIÓN" usage="primary display">mailto:centrodocumentacion@fundacionmapfre.org?subject=Consulta%20de%20una%20publicaci%C3%B3n%20&body=Necesito%20m%C3%A1s%20informaci%C3%B3n%20sobre%20este%20documento%3A%20%0A%0A%5Banote%20aqu%C3%AD%20el%20titulo%20completo%20del%20documento%20del%20que%20desea%20informaci%C3%B3n%20y%20nos%20pondremos%20en%20contacto%20con%20usted%5D%20%0A%0AGracias%20%0A</url>
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<identifier type="isbn">0-415-23040-3</identifier>
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