Marketing communication: principles and practice

C O N T E N T S
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9 Selecting media for communicating
165
Learning points
165
Introduction
165
Product placement: ‘stealth advertising’
166
Advertorials: storytelling
168
Marketing communication through new media
169
Publicity and word of mouth
176
Exhibitions and trade shows
177
Sales promotions
177
Media selection
181
Need–satisfaction theory
184
The changing structure of marketing media
184
The impact of the Internet
185
Implications for marketing communications management
185
What do you think?
190
Further reading
191
10 Identity, image, and reputation
192
Learning points
192
Introduction
192
Corporate reputation
194
Key concepts and their relevance to marketing
195
The significance of reputation to business performance
198
The constitution of corporate reputation
202
The management of corporate reputation
204
Public relations as impression management
206
Marketing image
208
Marketing public relations
208
What do you think?
210
Further reading
211
11 Internal marketing communication
212
Learning points
212
Introduction
213
What is internal marketing?
213
A route to marketing orientation
216
Corporate identification, identity, image, and reputation
218
Internal marketing as a corporate integrator
221
What do you think?
228
Further reading
228
12 Relationship marketing
230
Learning points
230
Introduction
230
Managing dialogue
231
Relationship as value added
232
Relationship status
233
Transaction vs. relationship approach
235