Marketing communication: principles and practice

FURTHER READING
Alvesson, M. and Willmott, H. (1993) 
Making Sense of Management: A Critical
Introduction
, London: Sage Publications.
Clampitt, P. G. (1991) 
Communicating for Managerial Effectiveness
, London: Sage
Publications.
Deetz, S. A. (1992) 
Democracy in an Age of Corporate Colonization: Developments in
Communication and the Politics of Everyday Life
, Albany, NY: State University of
New York Press.
Gabriel Y. and Lang, T. (1995) 
The Unmanageable Consumer: Contemporary
Consumption and Its Fragmentation
, London: Sage Publications.
Harris, R. and Carman, J. M. (1983) ‘Public regulation of marketing activity’, 
Journal
of Macromarketing
, 3 (1): 49–58.
McDonagh, P. (1998) ‘Towards a theory of sustainable communication in risk
society: relating issues of sustainability to marketing communications’, 
Journal of
Marketing Management
14: 591–622.
Snell, R. (1999) ‘Managing ethically’, in Fulop, L. and Linstead, S. (eds) 
Manage-
ment: A Critical Text
, London: Macmillan Business, pp. 335–63.
Tannen, D. (1999) 
The Argument Culture: Changing the Way We Argue and Debate
,
London: Virago.
P R O F E S S I O N A L I S M
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We are trying to leverage this interactive marketing
phenomenon to reinvent our company’s culture.
(Pete Blackshaw, digital brand manager, P&G)
chapter 
eighteen
CONTEMPORARY
MARKETING
COMMUNICATION,
CORPORATE
COMMUNICATION,
AND . . . THE FUTURE?
LEARNING POINTS
Careful study of this chapter will help you to:
• appreciate how the marketing communication environment is changing
• appreciate how marketing communication practices are developing
• locate marketing communication within the corporate communication
managing system

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