Marketing communication: principles and practice

C O N T E N T S
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Figures
1.1
What to study for marketing communication management
2
1.2
The place of marketing in societal culture: the cultural 
value system
3
1.3
The essential aspects of marketing as exchange
5
2.1
Constructing shared context for understanding
29
2.2
The ladder of inference
30
2.3
Intersubjective divergence
30
2.4
Complementary models of communication
32
2.5
Message logics
32
2.6
Influences on communication outcome
33
3.1
A simplified version of the Howard–Sheth model of 
consumer behaviour
48
3.2
Some effects of marketing interventions on consumers
49
3.3
Need, motivation, and goal
51
3.4
The cognitive process of a person as problem-solver
53
3.5
A consumer’s knowledge structure for a car
53
3.6
The Elaboration Likelihood Model
55
3.7
Steps to ordered decision-making
56
3.8
Purchase and consumption activities
57
3.9
The effects of marketing interventions on consumers
60
3.10
Models of the adoption/diffusion process
65
3.11
Direct and indirect interaction
66
3.12
Phases of the corporate buying decision process
69
4.1
Alternative underlying theories of communicating
74
4.2
Management styles
75

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4.3
Levels at which human communication may arise
76
4.4
Outcomes of possible communication style combinations
78
4.5
The knowledge system processes
81
4.6
A value star network
81
4.7
The network as a knowledge-creating value star
82
4.8
Levels of a relationship
83
4.9
An acronym for marketing communication
85
4.10
Vickers’ appreciative system (as an acronym)
85
4.11
The classic marketing questions
88
5.1
Nested subsystems of society
96
5.2
Communication strategies: functional and dysfunctional 
interfaces
98
6.1
Hall’s primary message systems
115
6.2
Cross-cultural factors to be accounted for in marketing 
management
117
6.3
The analysis of cultural differences and similarities in
consumer behaviour
118
6.4
Messages and context in various cultures
120
7.1
Marketing communication motives
127
7.2
Models of marketing communication
127
7.3
Sales promotion bridges the communicative marketing 
mix elements
130
7.4
Desired responses to marketing communication
136
7.5
Contributions of main means of marketing 
communication
137
7.6
Influences on distribution channel performance
139
7.7
Interaction of exchange parties in a dialogue
140
7.8
The one-step flow model of interpersonal communication
140
7.9
A model of two-step interaction
141
8.1
Elements of the British Airways brand
153
8.2
How does a brand mediate communication with 
consumers?
153
8.3
Integrating your brand into a consumption pattern
155
8.4
The situation determines who initiates communication
156
8.5
How brand selection is specific to situations
157
8.6
Reasons why brands are attractive to consumers
160
8.7
An example of a perceptual map for a higher-education 
course
161
9.1
McQuail’s typology of communication events
174
9.2
Systematic selection of media
181
10.1
Reputation as a criterion in determining purchasing 
decisions
199
11.1
Reciprocal determinism among functions
222
12.1
A buyer–seller relationship life cycle
233
12.2
The ladder of consumer/buyer commitment
234
13.1
The brand as integrator
253
13.2
The three concepts connected
255