Marketing communication: principles and practice

F I G U R E S
xiii

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Case studies
1
The eloquence of Hermes, the boundary spanner
15
2
What we wear is who we are
38
3
The meanings of dinner
70
4
The Benetton network
89
5
Listening and responding
109
6
From snickers about knickers to worldwide Snickers: 
the Marathon impact of a name change
122
7
Marketing at the RNIB
146
8
What is ‘Manchester United’?
161
9
Marketing credit cards: direct communication for the
launch of RBS Advanta
186
10
Engaging stakeholders: the Shell International corporate 
identity programme
209
11
Koch Industries and the death of command-and-control 
management
226
12
Building a relationship business
245
12A National Geographic’s subscribers have always been 
members
246
13
Launching the Toyota Yaris
256
14
Google on the Web
284
15
VHI Says Go For It!
299
16
Integrating marketing and public relations in a product 
recall situation
339
17
Marketing communication meets corporate 
communication at AOL.com
356

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Boxes
1.1
A working definition of marketing
4
1.2
Comment: Branson’s perspective on the future of businesses
6
2.1
Simplistic models of the role of communication
20
2.2
Comment: perception–conception and the appreciative 
system
31
2.3
Reflexive communication
36
3.1
Comment: rational consumption
58
3.2
Initiators, apprehenders, and appreciation
63
4.1
Dichotomous behaviour systems
73
4.2
Presentation, conversation, elicitation
77
4.3
Marketer stances
78
4.4
Conversation in the context of marketing objectives
85
4.5
Buy more stuff!
89
5.1
Organization development interventions
105
5.2
Definitions of community
105
6.1
Culture, language, and communication
116
6.2
Accommodation theory
120
7.1
Comment: infomercials and advertorials
127
7.2
An alternative definition of marketing communication
128
7.3
Take a spin online
145
8.1
Rebranding the Littlewoods portfolio
152
8.2
Communicating low risk
154
8.3
Coley Porter Bell – brand designers
158
8.4
Grey’s Brand Loyalty+ Index
160
9.1
Austin Powers: the spy who sold lots of stuff
167

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9.2
Pepping up PEP promotion
169
9.3
Marketspace
170
9.4
The right to brand
170
9.5
M-commerce
171
9.6
A stairway to heaven.com?
172
9.7
Broadcast vs. interactive
174
9.8
The MySki business conversation
174
9.9
Saturn car clubs
174
9.10
Hot modem conversations for Megahertz
175
9.11
55,000 members in the Diabetes Forum
175
9.12
Artificial consumers
175
9.13
Digging the diggers in Malaga
178
9.14
Added-value characters
178
9.15
The SPIN selling system
180
9.16
Boots put their foot in it!
180
9.17
Point-of-Purchase materials
180
9.18
Tuning into alternative channels of distribution
183
9.19
Falling foul of the new technology
185
10.1
What’s in a name?
193
10.2
Key concepts and their relevance to marketing: an overview
195
11.1
The marketing of marketing
215
11.2
Recognizing and supporting influences
222
11.3
Delivering customer service improvement at Parcelforce
224
11.4
Lavish communication in the Herman Miller community
225
12.1
Probably the world’s best Internet search experience?
232
12.2
Caring for customers – guaranteed!
234
12.3
Organic cooperative punches above own weight
237
12.4
Selling a house is easier with Easier.co.uk
237
12.5
Information technology or relationship technology?
238
12.6
E-commerce takes off at Airtours
240
12.7
Coming on strong with the HOG
242
12.8
When relationship marketing is not appropriate
242
14.1
When is advertising not advertising?
270
14.2
That’ll get the neighbours talking . . .
272
14.3
Advertorials
275
14.4
Wise words
279
14.5
‘We have over £6,000 worth of goodies to give away’
281
14.6
Competitions
282
14.7
Advertising that isn’t advertising
282
14.8
Interactive Marketer of the Year
284
15.1
Comment: on need creation
288
15.2
Pulling the chip inside
295
15.3
The corporate website as an information resource
297
15.4
Comment: on crafty selling messages
297
15.5
Launching Chicettas as a daytime snack
299
16.1
Vaguely right or precisely wrong?
311
16.2
Knowing what gets a response
317