Marketing communication: principles and practice

FURTHER READING
Aaker, D. (1991) 
Managing Brand Equity
, New York: The Free Press.
Crainer, S. (1995) 
The Real Power of Brands: Making Brands Work for Competitive
Advantage
, London: FT Pitman Publishing.
de Chernatony, L. and McDonald, M. H. B. (1992) 
Creating Powerful Brands: The
Strategic Route to Success in Consumer, Industrial and Service Markets
, Oxford:
Butterworth-Heinemann.
East, R. (1997) 
Consumer Behaviour: Advances and Applications in Marketing
, London:
Prentice-Hall.
Festinger, L. and Maccoby, N. (1964) ‘On resistence to persuasive communications’,
Journal of Abnormal Social Psychology
68: 359–66.
Haley, I. (1985) 
Developing Effective Communication Strategy: A Benefit Segmentation
Approach
, New York: John Wiley & Sons.
Ind, N. (1997) 
The Corporate Brand
, London: Macmillan Business Books.
Jones, J. P. (1986) 
What’s in a Name?: Advertising and the Concept of Brands
, Lexington,
MA: Lexington Books.
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Ornstein, R. and Carstensen, L. (1991) 
Psychology: The Study of Human Experience
,
3rd edn, San Diego, CA: Harcourt Brace Jovanovich.
Temporal, P. and Alder, H. (1998) 
Corporate Charisma: How to Achieve World-Class
Recognition by Maximising Your Company’s Image, Brands and Culture
, London:
Piatkus Books.
T H E B R A N D C O M M U N I C A T O R
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What we are facing with cable is a transformation of our
world similar to the one brought about by the printing press
George Gerbner
The trouble with her is that she lacks the power of
conversation but not the power of speech
George Bernard Shaw
INTRODUCTION
Providers typically give their marketing communication brief to an advertising
agency – for many managers, marketing communication is advertising.
Traditional textbooks have always presented advertising (discussed at length
in chapter fourteen) media selection as a scientific endeavour based on the