Marketing communication: principles and practice

I N D E X
382

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interactive marketing 136, 236;
internal marketing 215–16, 221;
marketing mix and 128; traditional
marketing activity 231
Grossberg, L. 32, 74, 166
Grunig, J. E. 155–6, 203
guarantee, a brand as 153
guardian moral syndrome,
characteristics 332
Gulf War 123
Gummesson, E. 10–11, 16, 93, 169,
352
habit initiation 277
Halal, W. E. 102, 104, 106–8, 218,
349–50
Hall, E. T. 86, 114–15; primary
message systems and 115
halo effect 55, 168
hard sell 297
Harley Owners’ Group (HOG) 242
Hayek, F. A. 27, 333
Health and Safety at Work Act 339
Heath, R. L. 29, 36, 106, 203, 350
Hefzallah and Maloney, executional
advertising formats 281
Herman Miller Community 225–6
Heyman, R. 28–9, 180
Hong Kong 113
honourable communication, five tests
334
human communication technologies,
contrived evolution of 13
human resource management 213
IBM 119
iceberg principle 316
idealistic identification 34–5
ideas 2, 25
identification, in communicator 33;
corporate 218–21; determinants of
strength 219; opposite of division 35;
subgroup 219–20; three sources of 34
identity 19, 96, 109, 152, 193; belief
systems as source of 35; a brand and
152; consumption and 4; corporate
195, 218–21; distorted
communication systems 26;
individual society interface 34; Prada
Society Café (Manchester) 194;
product 299
image 152, 193; corporate 195–6,
218–21; marketing 208; service
provider and 200
IMC 250; benefits of 255; changes in
available technology 254; changes in
our economy 254; changes in our
society 254; obstacles to adoption of
255–6
impression management, public
relations and 207
impressive communicative activity 5,
21
‘Incent’, marketing investment fund
284
inclusive company, the 103–4
Independent, The
176
Independent Television Commission
(ITC) 336
India 113
Indonesia 113
influencers 67
influencing 84, 222
‘infomercials’ 127, 166
informal behaviour 115
information technologies 2, 312
informing 84
initiators 63
innate need 50
innovations 64–5, 87, 206, 218
innovators 64
integrated marketing actions, profits
and 2
integrated marketing communication
see
IMC
integration 345; of communication
activities 311–13; vertical 352; what
does it mean? 250
Intel 295
intentional ‘strategic talk’ 232
interaction 9, 115, 345; communicating
and 29; interactivity and 171; mutual
and requires participation 231;
relationships and 82; response and
28
interactive advertising, versus
traditional 171–6
‘interactive communication’ 231
interactive dimension of marketing 6,
8, 136
intercultural marketing 10, 114
interdependence, unity and 104
internal customer relationship
management, key features 223
internal marketing 213–16, 308–9;
continuous training and 217;
corporate integrator 221–4; IMC and
251; reasons for poor
implementation 309
internal marketing communication
(IMC), definition 251
international market 113, 120