Marketing Communication: A Critical Introduction

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ISBN: 9780415230407 | 0415230403
Cover: Nonspecific Binding
Copyright: 12/7/2001

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Providing a fresh and innovative framework for the management of marketing communication processes, this textbook shifts the focus from message-making to relationship-building, focusing on a planned, integrated marketing communication programme.

List of figures

List of case studies

xiv

List of boxes

List of tables

xviii

Structure of the book

Preface

xxiii

An introduction to marketing communication

(17)

Learning points

(1)

Introduction

(1)

The marketing task

(2)

Marketing, consumption, and communication

(2)

Marketing as a management technology: micro-marketing

(3)

Marketing as a social process: macro-marketing

(1)

Weaknesses in traditional textbook explanations of marketing

(1)

Weaknesses in traditional textbook explanations of marketing communication

(3)

The contrived evolution of human communication technologies

(2)

What do you think?

(1)

Rationale for the book

(1)

Further reading

(1)

A communication concept for communicating

(23)

Learning points

(1)

Introduction

(2)

The orthodox view of marketing communication

(11)

Three perspectives on messages

(2)

Communicator characteristics

(2)

Zones of meaning

(2)

Communication networks

(1)

Communication and culture

(2)

What do you think?

(1)

Further reading

(1)

Consumer behaviour and communication

(31)

Learning points

(1)

Introduction

(1)

People as consumers

(1)

Theories of purchase behaviours

(4)

How can we explain buyer behaviour?

(9)

The purchase decision-making process

(3)

Some further key concepts

(3)

Mindfulness

(1)

The appreciative system

(1)

Diffusion of innovations

(1)

Personal influence and opinion leaders

(2)

Corporate buying behaviour

(2)

Implications for managers

(2)

What do you think?

(1)

Further reading

(1)

Marketing communication ideology

(23)

Learning points

(1)

Introduction

(1)

Communication is relational

(2)

Communication as a model of exchange

(4)

Marketing communication in the value-creating system

(2)

Cooperation, collaboration, competition

(1)

Marketing communication objectives

(4)

Messages

(1)

Market education

(1)

Response to marketing action

(5)

What do you think?

(1)

Further reading

(2)

Managing with stakeholders in mind

(17)

Learning points

(1)

Introduction

(1)

The marketing environment

(1)

Audiences, markets, and publics

(1)

Stakeholding

(2)

Do we have a stakeholder society in the UK?

100

(2)

The third- and fourth-wave society of the new millennium

102

(1)

The inclusive company

103

(1)

Managing with stakeholders in mind

104

(1)

Corporate community

105

(3)

Concepts of communication and communication purpose

108

(1)

Marketing channels and networks

109

(1)

What do you think?

110

(1)

Further reading

111

(1)

Intercultural communication

112

(13)

Learning points

112

(1)

Introduction

113

(1)

Culture and marketing

114

(1)

Culture as communication

114

(2)

Cross-cultural consumer behaviour

116

(2)

International strategies

118

(3)

International advertising

121

(2)

What do you think?

123

(1)

Further reading

124

(1)

The marketing mix as social communicator

125

(24)

Learning points

125

(1)

Introduction

125

(2)

The elements of the modern marketing mix

127

(9)

The traditional communication tools

136

(1)

Buyer state

137

(1)

Communicating in marketing channels

137

(3)

Investing in word-of-mouth promotion

140

(1)

Consumer vs. business to business

141

(1)

Choosing communication activities

142

(4)

Beyond the 4 Ps

146

(1)

What do you think?

147

(1)

Further reading

148

(1)

The brand communicator

149

(16)

Learning points

149

(1)

Introduction

150

(1)

Cognitive response to marketing interventions

150

(1)

What is a brand?

151

(3)

Communicating behaviour and brand offers

154

(2)

The social significance of brands

156

(2)

Brand loyalty

158

(1)

Brand preferences

158

(1)

Perceptual (cognitive) mapping

159

(4)

What do you think?

163

(1)

Further reading

163

(2)

Selecting media for communicating

165

(27)

Learning points

165

(1)

Introduction

165

(1)

Product placement: `stealth advertising'

166

(2)

Advertorials: storytelling

168

(1)

Marketing communication through new media

169

(7)

Publicity and word of mouth

176

(1)

Exhibitions and trade shows

177

(1)

Sales promotions

177

(4)

Media selection

181

(3)

Need-satisfaction theory

184

(1)

The changing structure of marketing media

184

(1)

The impact of the Internet

185

(1)

Implications for marketing communications management

185

(5)

What do you think?

190

(1)

Further reading

191

(1)

Identity, image, and reputation

192

(20)

Learning points

192

(1)

Introduction

192

(2)

Corporate reputation

194

(1)

Key concepts and their relevance to marketing

195

(3)

The significance of reputation to business performance

198

(4)

The constitution of corporate reputation

202

(2)

The management of corporate reputation

204

(2)

Public relations as impression management

206

(2)

Marketing image

208

(1)

Marketing public relations

208

(2)

What do you think?

210

(1)

Further reading

211

(1)

Internal marketing communication

212

(18)

Learning points

212

(1)

Introduction

213

(1)

What is internal marketing?

213

(3)

A route to marketing orientation

216

(2)

Corporate identification, identity, image, and reputation

218

(3)

Internal marketing as a corporate integrator

221

(7)

What do you think?

228

(1)

Further reading

228

(2)

Relationship marketing

230

(19)

Learning points

230

(1)

Introduction

230

(1)

Managing dialogue

231

(1)

Relationship as value added

232

(1)

Relationship status

233

(2)

Transaction vs. relationship approach

235

(2)

One-to-one marketing

237

(1)

The retention strategy

238

(1)

Customer relationship management

239

(1)

Affinity marketing

240

(3)

Reverse marketing

243

(1)

Efficient marketing communication

243

(4)

What do you think?

247

(1)

Further reading

248

(1)

Integrated marketing communication

249

(19)

Learning points

249

(1)

Introduction

250

(1)

What does integration mean?

250

(1)

Starting with the customer

251

(3)

Why has IMC become so prominent in recent years?

254

(1)

The benefits of IMC

255

(1)

Obstacles to adoption of IMC

255

(11)

What do you think?

266

(1)

Further reading

266

(2)

Advertising as communicating

268

(19)

Learning points

268

(1)

Introduction

269

(1)

Origins of advertising

270

(1)

What is advertising?

271

(1)

Advertising knowledge

271

(1)

What can advertising accomplish?

272

(3)

Advertising objectives, strategy, and tactics

275

(3)

Creative strategies

278

(1)

Executional formats

278

(4)

Comparative advertising

282

(1)

Internet advertising

282

(4)

What do you think?

286

(1)

Further reading

286

(1)

Communication strategies and objectives

287

(16)

Learning points

287

(1)

Introduction

287

(2)

Marketing communication objectives

289

(3)

Communication strategy

292

(1)

The strategy document

292

(2)

Push-and-pull communication systems

294

(1)

The two-part strategy

295

(2)

Advertising strategies

297

(1)

Communication strategies and product life cycle

297

(4)

What do you think?

301

(1)

Further reading

301

(2)

Planning, evaluating, and controlling the marketing communication system and programme

303

(21)

Learning points

303

(1)

Introduction

304

(1)

Beyond traditional marketing communications

305

(1)

The planning process

306

(2)

Remember internal marketing?

308

(1)

Corporate memory as a planning aid

309

(2)

Integration of communication activities

311

(1)

Effective strategy

312

(1)

Evaluation of communicative action

313

(2)

Evaluating marketing communication activity

315

(1)

Advertising effectiveness

316

(4)

Controlling communication effort

320

(1)

The cost of communication effort

321

(1)

The allocation of funds

321

(1)

What do you think?

322

(1)

Further reading

323

(1)

Professionalism

324

(18)

Learning points

324

(1)

Introduction

325

(1)

Managing ethically

325

(1)

The core assumptions of consumerism

326

(2)

The ethical consumer

328

(1)

Managerialism and systematic distortion of communication

329

(4)

Ethical communication

333

(1)

The social responsibilities of the marketer

334

(2)

What can go wrong?

336

(1)

The job of the marketing communication manager

337

(3)

What do you think?

340

(1)

Further reading

341

(1)

Contemporary marketing communication, corporate communication, and ... the future?

342

(18)

Learning points

342

(1)

Introduction

343

(1)

Changing consumer behaviour and marketing situation

343

(2)

Changing marketing communication practices

345

(1)

Communication in e-commerce

345

(2)

The corporate communication system of managing

347

(10)

Further reading

357

(3)

Bibliography

360

(18)

Index

378

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Marketing Communication: A Critical Introduction

Summary

Table of Contents

Supplemental Materials