Marketing communication: principles and practice

I N D E X
384

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processes 50; communication media
and 116; consumers and customers
and 9; managers as 354; market
research and 306; market research
and customer complaints 88;
marketing communication and 166;
marketing strategy and 287; need
creation and 288; producer and
consumer as 2; roles as change
agents 217; social responsibilities of
334–5; specific responsibilities 208;
stances 78; value star and 109
marketing, allocation process 42;
channels and networks 109;
communication mix 251, 253;
concept 350; consumption and
communication 4–6; culture and 114;
definition 4, 89; domestic 113;
educational activity 87; environment
96–7; exchange concept 77; global
10, 113; interactive 6, 8, 136, 171,
231; as management technology 6;
managerial discipline for demand and
supply 3; ‘merchandising and selling’
3; more than selling 74–5; not merely
one-way informing technology 62;
one-to-one 237–8, 238; operated
managerially or managerialistically
81; response 19; ring-fencing 223;
social process 9, 12–13; task 2–4;
understanding of at global level 117;
weaknesses in traditional textbook
explanations 9–13
marketing action, response to 88–9
marketing audit, total marketing
evaluation 316
Marketing Business
195–6, 205
marketing channels, communicating in
137, 138–40
marketing communication, advertising
agency and 165–6; alternative
definition 128; bridges gap 139;
contemporary perspective 23–4;
effectiveness and efficiency 143;
efficiency of 243–4; the inquiry 4;
marketers and 166; messages in 52;
objectives 82–5, 289–92; the offer 4;
orthodox view 20; popular culture
42; purposive activities 19;
relationship management 231; seven
developments 345; through new
media 169–70; trading of ideas 126;
value-creating system and 2, 79–81;
weakness in 8, 10–13
marketing communication activity,
evaluating 315–16
marketing communication
management, what to study for 2
marketing communication managers,
communication strategy and 287–9;
DMUs as problem-solver 67; job of
337–9
marketing communication practices,
changing 345
marketing communication strategy,
characteristics of effective 312; two-