Marketing communication: principles and practice

part strategy 295–7
marketing and Communications Group
(York City Council) 279
marketing communications
management, implications of
multimedia 185–6
marketing communications planning
304–5, 310–11
marketing concept, concept of
exchange 12; marketing behaviour
and 75
marketing developments, evolution of
the context for 14
marketing functions, management
decisions and 129–35
marketing intelligence system, benefits
of 310
marketing interventions, cognitive
response 150–1
marketing management, environment
and 312; provider–customer
relationship 133
marketing managers, buyer and
consumer behaviour and 69–70;
cross-cultural analysis and 117;
electronic marketing and 345; primary
job 133–5; product placement agents
and 168; roles of people 313; Statt on
areas of change for 344; sustainable
marketing practices 344
marketing media, changing structure of
184–5
marketing mix, 4P classification 
126–7; buyer/consumer’s point 
of view on an exchange 128–9;
charity 146; communication 
system 135; communicative in
exchanges 126; elements 127–8, 
133; limits of approach 135–6;
provider’s point of view on an
exchange 129
marketing orientation 350–55; route to
216–18
marketing performance measures, for
control purposes 316
marketing planners, key questions 307
I N D E X
385

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marketing public relations (MPR)
208–9
marketing task 2–5
marketing theory, electronic media and
2; modern manager and 353; total
field 7; twelve schools 8
marketization, characteristics of 224
Marketspace 170
mass communication 2, 13
mass consumption, mass production 13
mass information 2
mass media 126
material identification 34–5
Mattelart, A. 3, 270, 343
Maynard, H. B. 102, 105
meaning 25–6, 70, 96, 109, 150, 166;
zones of 35–7
‘means of reputability’, lifestyle to be
imitated 51
media 116, 184–5, 185–6; commercial
37; electronic 2, 166; new 169–70;
research 315; selecting 165–6;
selection 181–2, 181–4
mediators, creditability of 66
‘megamarketing’ 208
Mehrtens, S. E. 102, 105
Mercer, D. 209 217
Mesdag, M. van 352, 354
messages 20, 31–2, 86, 115, 250, 
297
micro-environment, corporation and its
close markets 96
micro-marketing, performance of
corporation 335
mindfulness 52, 62–3, 78, 80
‘minding’ 78–9
misdirected marketing efforts,
identifying 316
misunderstanding, ‘strategic talk’ to
avoid 29
Mitchell, A. 170, 197, 241
mobile telephone handsets, Web
browser (WAP) 171
‘moment of truth’, interaction with
customer 217
Moore, J. F. 108, 351–2
Moriarty, S. E. 222, 251, 305, 310
‘most admired companies’ rankings
200–2
‘Most Admired Company’ conference
193
MP3 64
Mulgan, G. 104–5, 108
multiculturalism 117
multinational marketing 113
MySki Business Conversation 174
national borders, electronic
communication and 101–2
National Geographic Magazine
246
need creation, cooperative process 288
negative externalities 335
networks 37, 81–2, 96, 109, 254
new centre-left, partnership between
government and corporations 101
New Labour’s ‘stakeholder society’ 100
new management, connected future
world 108
new millennium, fourth wave society
(2030–50 onwards) 102–3, 109;
second wave society (1750–1970)
102; third wave society (1970 to
early twenty-first century) 102
New York State, advertising law (1898)
271
Newspaper advertising (UK) 269
Nigeria 113
non-interactive dimension of marketing
6, 8
normal marketing communication
theory 21
Normann, R. 79, 82, 92, 170
North West Business Insider
201
Norway 113
obstacles to adoption of IMC 255;
attitude 255–6; organization 256;
resources 256
OFTEL 357
on-shelf coupon sales promotion 179
operation, collaboration, competition
81–2
operational marketing plan, purposes of
307
operations management 213
opinion formers 66
opinion leaders 65–7
opportunity-to-see, advertising buying
and 283
orthodox economists, ‘goods’ with
utility value 10
orthodox ‘marketing’ perspective 12
O’Shaughnessy, J. 10; four tasks for
advertising 277–8
4P classification, marketing mix 125,
135–6, 146
Pakistan 113
Parcelforce 224–5, 310