Marketing communication: principles and practice

B I B L I O G R A P H Y
376

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Williamson, D. A. (1996) ‘New Web ad model taps flexible pricing system’,
Advertising Age
, 27 May, p. 26.
Wilson, C. A. (ed.) (1994) 
Luncheon, Nuncheon and Other Meals: Eating with the
Victorians
, Stroud: Allan Sutton Publishing. 
Wilson, R. M. S., Gilligan, C. T. and Pearson, D. J. (1992) 
Strategic Marketing
Management: Planning, Implementation and Control
, Oxford: Butterworth-
Heinemann/CIM. 
Windahl, S., Signitzer, B., and Olson, J. T. (1992) 
Using Communication Theory: An
Introduction to Planned Communication
, London: Sage Publications.
Wolmar, C. (1997) ‘Can Branson get back on track?’, 
New Statesman
, 7 November,
pp. 12–14. 
www.3com.com/technology/tech_net/white_papers
www.allen.com 
www.ama.org (American Marketing Association)
www.cim.co.uk (The Chartered Institute of Marketing)
www.ffly.com 
www.mad.co.uk/mw/ or www.marketing-week.co.uk (Marketing Week)
www.marketing.haynet.com (Marketing)
www.searchenginewatch.com/ereport/00/07-yahoo.html 
Yeshin, T. (1999) 
Integrated Marketing Communications: The Holistic Approach
,
Oxford: Butterworth-Heinemann.
Zaltman, G. (1965) 
Marketing: Contributions from the Behavioral Sciences
, New York:
Harcourt, Brace & World, Inc. 
Zandpour, F. and Harich, K. (1996) ‘Think and feel country clusters: a new
approach to international advertising standaradization’, 
International Journal of
Advertising
15: 325–44. 
B I B L I O G R A P H Y
377

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acceptance, apprehender’s choices and
63
accommodation theory 120
acculturation, learning and 87
acquired need 50
action change 291
Added-Value Characters 178
Advanta Corporation (Pennsylvania)
186
advertisements 46, 50, 116, 273
advertising 3, 127, 272, 281; brands
and 159; communicating and
269–70; communication objectives
and 272; comparative 121, 282;
creative strategies 278; DAGMAR
model and 273; deceptive 336;
Eastern cultures and 119;
effectiveness 316–20; executional
formats 278–84; frames and 49, 60;
‘hot testing’ 283; interactive 171–2,
173, 174; international 121–2; the
Internet and 282–3, 284;
irresponsible 336–7; knowledge
271–2; mass media 250; meaning of
commodities and 150; measuring
response to 317–19; merchandising
and 13; need to reaffirm sense of self
34; objectives 275–6, 298;
on–demand 345; origins of 270–1;
pre–selling and 88; propaganda and
126–7; public form of
communication 126; publicity and
176; research 87; standardization
118; stealth, objectives 168;
strategies 276–8, 297; Western
cultures and 119; what can it
accomplish? 272–4; what is
advertising? 271
Advertising Association (UK) 269
Advertising Standards Authority (ASA)
in UK 91, 336
advertorials, storytelling 127, 168–9,
275
affinity card 241
affinity marketing 240–2
Agency Consolidated Communications
169
Aggressive behaviour 77
AIDA model 47
Airtours 240
Amazon.com 285
America OnLine UK (AOL) 356
American Association of Marketing and
Advertising Professors 3
American Red Cross 215
Anderson Waterproofing 339
Anglo American Corporation (South
Africa) 311
annual marketing plan, basic purposes
of 306–7
Index

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anthropology, culture and values 42
appreciation, ‘taking-into account’ 78,
80
‘appreciative setting’ 63
appreciative system 19, 31, 63–4, 68
apprehenders 63
‘arm’s length’ behaviour, short-term
thinking and 68
Asia 119
asking 136
assertive behaviour 75, 77, 85
association, definition 115
assumptions 30, 63, 117, 333–4
attitude 150–51
attitude gap 133
audience, traditional ‘corporate’
communications and 97
audiences, markets and publics 97–8
Austin Powers: the tpy who sold lots of
stuff 167
Ballantyne, D. 217, 231
Bargainfinder 175
behaviour change 292
behaviour systems 73
behavioural processes 50; attitude
54–5; knowledge 53; learning 52–3;
motivation 50–1; perception 52
beliefs 30, 35
Bell, D. 107, 350
benefit augmentation, differentiation
and 19
Bernstein, D. 66, 204
bisexuality, defined 115
Blenkhorn, D. L. 243, 343
Blythe, J. 12, 269
BMRB/Mintel 205
Boston Consulting Group study 150
Bradley, F. 200, 208
brand identity, distinct offer 152
brand image 152
brand management, requirements for
250, 305–6
‘branding’, ‘mindless xenophobia’? 35
brands 151–3, 170; communication
and 150; corporate 197;
differentiation from commodity 152;
functions 152, 153–4; loyalty 158,
159, 160; perceptual (cognitive)
mapping 159–61, 160–1; preferences
158–9; saliency 159; social
significance of 156–7; Yaris and
Toyota 258
Branson, R. 6
British Airways brand 153
Broadcast vs. Interactive 174
Broadcasting Standards Council 336
Bromley, D. B. 195–8, 207–8
business, communication and
information 1; ethics 325, 344;
globalization 113; goal of stakeholder
welfare 107; knowledge
transformation system 129; profit-
centred model 349; socio-economic
institution 108, 348; women and
minority groups 349; zero-sum game
106, 349
business-to-business marketing 67, 69
business-to-business purchasing 67
Buttle, F.A. 16, 20–2, 24
‘buyer initiative’ 48
buyer state 137
Cable TV 269
Campaign for Unmetered
Telecommunications (CUT) 357
capitalism 101, 106, 349
capitalist society, domination/control
74
card holders, loyalty and brand
awareness 241
Carroll, A. B. 98, 348
Carson, D. 216, 222
case studies 1 Eloquence of Hermes 
15; 2 What We Wear is Who We 
Are 38–9; 3 The Meanings of 
Dinner 70; 4 The Benetton 
Network 89–93; 5 Listening and
Responding 109–10; 6 From
Snickers about Knickers to
Worldwide Snickers 122; 7
Marketing at the RNIB 146–7; 8
What is ‘Manchester United’? 
161–2; 9 Marketing Credit Cards:
Direct Communication for the
Launch of RBS Advanta 186–9; 10
Engaging Stakeholders: Shell
International Corporate Identity
Programme 209–10; 11 Koch
Industries and the Death of
Command-and-Control
Management 226–8; 12 Building a
Relationship Business 245–6; 12A
National Geographic’s Subscribers
have Always been Members 246–7;
13 Launching the Toyota Yaris
256–66; 14 Google on the Web
284–5; 15 VHI Says Go For It!
299–301; 16 Integrating Marketing
and Public Relations in a Product
Recall Situation 339–40; 17
Marketing Communication Meets