Marketing communication: principles and practice

I N D E X
388

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total quality management 213
Toyota Yaris 256
trading 332
Trading Standards Office 336
traditional ‘communication theory’,
effectiveness of 36
traditional communication tools 
136–7
traditional marketing 231, 238, 250
traditional marketing communications,
beyond 305–6
transaction, versus relationship
approach 235–7
transactional marketing 139, 184
transmission model, control and
authority 19
transnational marketing 113
Trevidi, M. 178–9
UK 113, 355; advertising spend 
269; AOL campaign for 
unmetered Internet access 
356; do we have stakeholder 
society? 100–2; few marketing
communication managers 337;
General Election (1997) 100;
ownership of PCs 184; Trade Mark
Act (1994) 187
Ukrop (US food retailer) 222
understanding, constructing shared
context for 29–30
USA, consumer marketing (1950s) 2;
employee participation 106, 349;
European Union and 113; marketing
and 10; marketing communication
managers 337; promotional
communication 3
Usunier, J.-C. 9–10, 15, 114
utilitarianism 326
value change 292
value package 129
value star, value chain concept 97
value star network 109
values, meaning, identity and
knowledge 96
Van den Bulte, C. 129, 132
van Waterschoot, W. 129, 132
Varey, R. J. 27, 203, 231
vertical integration 352
Vickers, G., appreciative system 63,
75–6, 85, 126, 176, 292; ladder of
communication forms 333; ‘taking-
into-account’ 78
video-on-demand 269
video recorders (PVR) 269
Virgin Atlantic Airways 185
Virgin Direct, personal equity plans
169
virtuous circle of escalating benefits
77
voice dissatisfaction privately 62
voice dissatisfaction to supplier 62
Voluntary Health Insurance Board (An
Bord Árachais Sláinte Shaorálaigh)
(VHI) 299
Wall Street Journal
185
Washington Post
284
Webster’s Dictionary
2
Wells, W. D. 49, 51, 65, 69
Wensley, R. 353–4
Western capitalist societies, tools of
communication 13
Western Europe 119
Wikström , S. 79, 82, 92
Wilson, R. M. S. 217, 289
word-of-mouth, communication 66–7,
189; promotion 140–41; publicity
and 176
workplace, communicative interaction
needed 28
Worldwide Web (WWW), competition
and 185, 254
Yahoo! 284
Zaltman, G. 86, 114,