Marketing Communication challenges the orthodox view of marketing communication. Using references to communication studies, cultural studies, and critical management studies, the focus of managing marketing communication is shifted from message-making to relationship-building.This textbook provides a contemporary examination of marketing as a social process. The scope of communication theory is broadened and a two-way conception of communication is introduced.The existing model of marketing communication is replaced with a new and exciting concept, that integrates the relational and social emphases of the twenty-first century.Marketing Communication investigates the problems of organizing and locating marketing in a business corporation, management responsibility for planning and decision making, and the role of the marketing communication manager in contemporary society.