Marketing communication: principles and practice

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the long-running advertising approach has resigned from employment with Benetton. Now
what will happen?
Do all stakeholders benefit from the particular managerial approach adopted in the
Benetton network? Is the manner in which marketing communication is managed beneficial
to all?

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Hall, E. T. (1961) 
The Silent Language
, New York: Anchor Books.
Kline, S. (1993) ‘Communication analysis for the age of marketing’, chapter 2 in
Out of the Garden: Toys and Children’s Culture in the Age of TV Advertising
, London:
Verso, pp. 22–43.
Thayer, L. (1997) 
Pieces: Toward a Revisioning of Communication/Life
, London: Ablex
Publishing Corporation.
Varey, R. J. and Lewis, B. R. (eds) (2000) 
Internal Marketing: Directions for
Management
, London: Routledge.
Varey, R. J. (2000) 
Corporate Communication Management: A Relationship Perspective
,
unpublished book manuscript.
Vickers, G. (1984) 
Human Systems Are Different
, London: Harper & Row.
Wikström, S. and Normann, R. (eds) (1994) 
Knowledge and Value: A New Perspective
on Corporate Transformation
, London: Routledge.
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Surplus wealth is a sacred trust which its possessor is bound
to administer in his lifetime for the good of the community.
(Andrew Carnegie, 1889)
INTRODUCTION
Some critics of marketing practice have argued that marketing in modern
society is no more than the seduction of people into dependence on marginal
product benefits in markets concocted by corporations for profit. Products
are offered through communication that is merely persuasive – the planned
communication simply transmits the corporation’s preferred messages.