Marketing communication: principles and practice

B OX E S
xvi

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16.3
Nielsen’s People Meter
318
16.4
Gauging the Internet
319
17.1
Local Exchange Trading Schemes (LETS)
328
17.2
Issues, regulators, and legislation
337
B OX E S
xvii

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Tables
1.1
The total field of marketing theory
7
1.2
Schools of marketing theory
8
1.3
Objections to established textbook versions of marketing
11
1.4
The evolution of the context for marketing developments
14
2.1
Critique of prevailing themes in marketing communication 
theory
22
2.2
Priority topics in the ‘old’ vs. ‘new’ marketing 
communication theory
23
3.1
Images of consumers
44
3.2
Theories of consumer behaviour
45
3.3
Influence on our personal mental map
52
3.4
Understanding consumer actions
59
3.5
Characteristics of purchase situations
68
3.6
Consumer vs. business-to-business marketing 
communication
69
4.1
Possible communication behaviours
80
4.2
Impact of relationship characteristics on interactions
83
4.3
Who does what in the marketing encounter?
89
5.1
Total stakeholder commonwealth
99
5.2
Primary influence of stakeholders
99
6.1
International communication strategies: standardize or 
adapt?
119
7.1
Generic marketing functions
130
7.2
The basic marketing mix (above the line)
131

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7.3
The supplementary and complementary promotion mix 
(below the line)
131
7.4
Communicative aspects of the marketing situation that 
can be decided by the marketing manager
134
7.5
The marketing mix as a communication system
135
7.6
Some examples of the range of marketing communication 
styles
137
7.7
Aligning communication objectives and means with 
mental preparedness
138
7.8
Communication strategies in differing channel conditions
139
7.9
Characteristics of marketing communication management
142
7.10
Illustrative budget allocation by type of goods
143
7.11
Relative suitability of communication means
144
8.1
Brand personality factors
155
8.2
How culture links brands and consumers
157
9.1
Relational dimensions of communication media
173
9.2
What can sales promotions achieve?
179
9.3
Media characteristics
182
9.4
Relative effectiveness of communication approaches
183
12.1
How does relationship marketing differ from the 
traditional approach?
235
12.2
How efficient is your marketing communication?
244
13.1
The total communication system from the marketing 
perspective
252
13.2
Is your marketing communication system integrated?
253
13.3
Press and magazine advertising coverage for the Yaris 
communications strategy
263
14.1
Types of creative strategies found in advertising
279
14.2
A typology of advertisement content
280
14.3
Executional formats developed by Hefzallah and Maloney
281
14.4
Executional formats according to Shimp
281
15.1
Push-and-pull techniques for offer creation and 
offer-making
295
15.2
Planned evolution of communication strategy
298
16.1
Roles of stakeholders in the marketing system
313
16.2
Budget-setting approaches
322
17.1
Potential sources of ‘marketing’ abuse
327
18.1
Level of commitment to interaction
346
18.2
Marketing theory for the modern manager
353