Marketing communication: principles and practice

M
ARKETING
COMMUNICATION
P
RINCIPLES AND PRACTICE
Richard J.Varey
LONDON
& 
NEW YORK

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First published 2002 
by Routledge
11 New Fetter Lane, London EC4P 4EE
Simultaneously published in the USA and Canada
by Routledge
29 West 35th Street, New York, NY 10001
Routledge is an imprint of the Taylor & Francis Group
© 2002 Richard J. Varey
The right of Dr Richard J. Varey to be identified as the author of this work has
been asserted by him in accordance with the Copyright, Designs and Patents Act
1988
All rights reserved. No part of this book may be reprinted or
reproduced or utilized in any form or by any electronic, mechanical, 
or other means, now known or hereafter invented, including 
photocopying and recording, or in any information storage or 
retrieval system, without permission in writing from the publishers.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging in Publication Data
Varey, Richard J., 1955–
Marketing communication : principles and practice / 
Richard J. Varey
p. cm.
Includes bibliographical references and index.
1. Communication in marketing. I Title.
HF5415.123 .V37 2001
658.8´02—dc21
2001019948
ISBN 0–415–23039–X (hbk)
ISBN 0–415–23040–3 (pbk)
This edition published in the Taylor & Francis e-Library, 2002.
ISBN 0-203-46691-8 Master e-book ISBN
ISBN 0-203-77515-5 (Glassbook Format)

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Contents
List of figures
xi
List of case studies
xiv
List of boxes
xv
List of tables
xviii
Structure of the book
xx
Preface
xxiii