Marketing communication: principles and practice

I N D E X
379

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Corporate Communication at
AOL.com 356–7
centrifugal marketing 133
centripetal marketing 133
Cereal Partners Worldwide (CPW) 277
change agent 116
Chartered institute of Marketing 337–8
China 113
Clampitt, P. G. 333–4
classical conditioning 46
Coca-Cola 113, 118, 159
cognition, ‘knowing’ 150
cognitive change 291
cognitive dissonance arousal 151
cognitive modifiability 151
Coley Porter Bell – Brand Designers
158
collaborating, definition 84
collaboration 106, 223
Collins Dictionary
15
commanding 84
commercial media, agencies of
socialization 37
commercial moral syndrome,
characteristics 332
Committee on Advertising Practice 336
communication 109, 119; accelerating
changes 113; attitude, determinants
of 79; behaviours 154; ‘bullet theory’
21; comprehensive coherent 251;
concepts of and purpose 108–9;
consumers and brands 153;
corporate 36, 103, 197, 220, 355;
culture 37, 63, 114–16; with
customers 290; developments in 213;
as dialogue 347; e-commerce 345–7,
357; ethical 333–4; group
effectiveness 104; human 74, 78;
interaction acts 27; interaction that
produces meanings 28, 231–2;
knowledge and 26; levels of 76;
mode of exchange 75–9; mode of
management and marketing 133,
343; mode of organization 223;
necessary reconception of 20–3;
networks 37; overt 132; reflexive 
36; relational 73–5; relationship 
and 230; role in marketing 20; 
‘self-destruction’ and 26; social
approaches to theorizing on 
24–5; standardization of 
activities 118; strategies 297;
technologies 2; theory 2, 12;
transmission or transporting of
expressions 27; types of effect 314;
word-of-mouth 66
communication activities, choosing
142–5
communication behaviour, brand offers
and 154–6
communication effort, allocation, of
funds 321–2; controlling 320–1; cost
of 321; efficiency measures and 314
communication management system,
absence of evaluation and 314–15
communication models, politics of
26–7
communication practices, morality of
31
communication strategies 292;
cognitive processing and 55; product
life cycle 297–9; strategy document
292–4
communication systems 304, 345, 347;
push-and-pull 294–5
communications, managed 1, 103, 355
communicative action, evaluation of
313–14
communicative interaction, intended
outcome 77; workplace and 28
communicators 33–5, 133, 333–4
‘communitarianism’ 101
community, cooperative 105, 218
comparative advertising 121, 282
competition 82, 108, 185, 345, 347
competitive advantage 206, 214, 218,
351, 353
competitive basis for accomplishment,
winning and 76
Complete National Geographic, The
246
computer technology 113
conduit metaphor 19, 26
Congram, C. A. 220–21
Conservative Party, ‘a people’s share’
of wealth 100
conspicuous consumption 51
consumer behaviour 116, 355–6; agent
behaviour and 186; changing and
changing marketing situation 343–4;
cognitive approach 45–6;
complaining 61–2; concern for
environment and 58; cross-cultural
116–18; economist and 42; habitual
approach 47; how can we explain?
47–9; Howard–Sheth model 48;
reinforcement approach 46–7
consumer choice, rational 10
consumerism 35, 326–7, 329, 344, 356
consumers 18–19, 116, 175; active
media users 166; attribution and 60;
background characteristics 49–50;
brands and 153; business to