Marketing Communication: Principles and Practice

Marketing Communication: Principles and Practice

Marketing Communication: Principles and Practice

Marketing Communication: Principles and Practice

Synopsis

Using communication, cultural and critical management studies, the focus of managing marketing communication is shifted from message-making to relationship-building. This text provides a contemporary examination of marketing as a social process.

Excerpt

For many people who have not studied marketing as a specialism, marketing is promotion or 'marketing communications': advertising, mailed brochures, sales promotions, exhibitions, and people selling. Expectations concerning marketers are often of people with something to sell - expressers of what is great, good, and irresistible about a product. People with job and role titles of 'marketer' are often engaged in firing 'messages' at 'targets' with the intention of hitting them in order to persuade and induce purchase. We will take a necessarily broader, more powerful perspective - that all marketing activity is intercultural social communication. Communication is social action among people who differ in their values, beliefs, and motivations.

It would be naïve to imagine that marketing is merely a tool of business. Marketing communication is a cultural enterprise that has a cultural impact. But do marketing managers ask questions about the cultural impact of their system of marketing communications? We examine this problem further in chapter two as the basis for the approach taken in this book. Unlike most marketing and marketing communication textbooks, this book does not assume that it is possible to separate the social (culture) and economic (business) aspects of markets. Thus, the scope of this book is broader than most in this field, since it does not restrict itself to the management of marketing communication from a business perspective. Chapter two provides the detailed rationale for this approach.

This is an introductory textbook for advanced undergraduate, masters, doctoral, and professional students. It has been designed to build on the traditional body of knowledge for marketing communication by connecting principles that are applicable in contemporary society with academic rigour

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