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FURTHER READING
Anderson, P. F. (1982) ‘Marketing, strategic planning, and the theory of the firm’,
Journal of Marketing
46, spring, pp. 15–26.
Arndt, J. (1979) ‘Toward a concept of domesticated markets’,
Journal of Marketing
43, autumn, pp. 69–75.
Bagozzi, R. P. (1978) ‘Marketing as exchange: a theory of transactions in the
marketplace’,
American Behavioural Scientist
21 (4): 535–56.
Baker, M. J. (1992)
Marketing Strategy and Management
, 2nd edn, Basingstoke: The
Macmillan Press.
Bell, D. (1974)
The Coming of a Postindustrial Age: A Venture in Social Forecasting
,
London: Penguin Books.
Blake, R. R. and Mouton, J. S. (1964)
The Managerial Grid: Key Orientations for
Achieving Production Through People
, Houston, TX: Gulf Publishing Company.
Brews, P. J. (2000) ‘The challenge of the Web-enabled business’,
FT Mastering
Management supplement
, 24 November.
Brown, A. (1995)
Organisational Culture
, London: Pitman Publishing.
Brown, R. (1993)
Market Focus: Achieving and Sustaining Marketing Effectiveness
,
Butterworth-Heinemann.
Carman, J. M. (1980) ‘Paradigms for marketing theory’, in Sheth, J. (ed.),
Research
in Marketing
, Vol. 3, Greenwich, CT: JAI Press.
Carroll, A. B. (1993)
Business and Society: Ethics and Stakeholder Management
, 2nd
edn, Cincinnati, OH: South-Western Publishing Co.
Christopher, M. G., Payne, A. and Ballantyne, D. (1991)
Relationship Marketing:
Bringing Quality, Customer Service and Marketing Together
, Oxford: Butterworth-
Heinemann/CIM.
T H E F U T U R E
357
Media coverage of this historic ruling reflected the leading role of AOL UK. Evaluation
research by Metrica showed that AOL had a dominant share of ‘voice’ media coverage)
throughout the campaign and, at the peak of news coverage in March 2000 (more than 100
news articles published, thirty-nine in
The Times
alone), reached 72 per cent of UK adults
with their message about overcharging. Consumer reactions to the campaign were evaluated
using online notice boards and usage figures. In the four months since the launch of their
one-pence-per-minute, flat-rate telephone tariff in September 1999, AOL’s ‘traffic’ more than
doubled. Metrica estimate that at the peak of news coverage, over 18m adults were exposed
to reports mentioning AOL, with an average number of exposures per person of around
five in October 1999 and March 2000 when key actions of the campaign took place.
Once the leading ISP in the UK, AOL has faced serious competition from Freeserve. Their
successful efforts to persuade the public, the Internet industry, and OFTEL that there should
be a switch to flat-rate telephone charges for Internet access have raised AOL’s profile as
an ISP and as campaigners for change against unfair charges. Thanks to the championing of
this issue by AOL, UK Internet users now have what US users have had for years.
(See www.aol.co.uk/press/, www.the-times.co.uk and www.metrica.net
Note
:
a
The cooperation of Matt Peacock, Corporate Communication Director, AOL UK, is gratefully
acknowledged
Day, G. S. and Wensley, R. (1983) ‘Marketing theory with a strategic orientation’,
Journal of Marketing
47, autumn, pp. 79–89.
Deetz, S. A. (1992)
Democracy in an Age of Corporate Colonization: Developments in
Communication and the Politics of Everyday Life
, Albany, NJ: State University of
New York Press.
Deetz, S. A. (1995)
Transforming Communication, Transforming Business: Building
Responsive and Responsible Workplaces
, Creskill, NJ: Hampton Press.
Dilenschneider, R. L. (1991) ‘Marketing communications in the post-advertising era’,
Public Relations Review
17 (3): 227–36.
Drucker, P. F. (1977)
Management: Tasks, Responsibilities, Practices
, New York:
Harper’s College Press.
Drucker, P. F. (1980)
Managing in Turbulent Times
, New York: Harper & Row.
Drucker, P. F. (1986)
The Frontiers of Management: Where Tomorrow’s Decisions Are
Being Shaped Today
, London: Heinemann/Guild Publishing.
Ehling, W. P., White, J. and Grunig, J. E. (1992) ‘Public relations and marketing
practices’, in Grunig, J. E. (ed.),
Excellence in Public Relations and Communication
Management
, Hillsdale, NJ: Lawrence Erlbaum Associates.
Evans, M. J., Moutinho, L. and van Raaij, F. (1996)
Applied Consumer Behaviour
,
Harlow: Addison-Wesley.
Fuller, D. A. (1999)
Sustainable Marketing: Managerial–Ecological Issues
, Thousand
Oaks, CA: Sage Publications.
Fulop, L. and Linstead, S. (eds) (1999)
Management: A Critical Text
, London:
Macmillan Business. (Treats management as relational – the management of
relationships rather than of things.).
Gayeski, D. (1993)
Corporate Communications Management: The Renaissance
Communicator in Information-Age Organizations
, Boston, MA: Focal Press.
Goyder, M. (1998)
Living Tomorrow’s Company
, Aldershot: Gower Publishing.
Gummesson, E. (1991) ‘Marketing–orientation revisited: the crucial role of part-time
marketers’,
European Journal of Marketing
25 (2): 60–75.
Halal, W. E. (1996)
The New Management: Democracy and Enterprise Are Transforming
Organizations
, San Francisco, CA: Berrett-Koehler.
Handy, C. (1995) ‘Balancing corporate power: a new federalist paper’, in Handy,
C.,
Beyond Certainty: The Changing Worlds of Organizations
, London: Hutchinson,
pp. 33–56.
Hawken, P. (1993)
The Ecology of Commerce: A Declaration of Sustainability
, New York:
HarperBusiness.
Heath, R. L. (1994)
Management of Corporate Communication: From Interpersonal
Contacts to External Affairs
, Hillsdale, NJ: Lawrence Erlbaum Associates.
Hollensen, S. (2001)
Global Marketing: A Market-Responsive Approach
, 2nd edn,
Harlow: Pearson Education.
Kitchen, P. J. and Wheeler, C. (1997) ‘Developments in marketing communications:
a global perspective’, paper presented at the 2nd International Conference on
Marketing and Corporate Communication, University of Strathclyde, April.
Kotler, P. (1999)
Kotler on Marketing
, New York: The Free Press.
Kreps, G. L. (1990)
Organizational Communication
, 2nd edn, New York: Longman.
Lang, T. and Hines, C. (1993)
The New Protectionism: Protecting the Future Against
Free Trade
, London Earthscan.
Leenders, M. R. and Blenkhorn, D. L. (1988)
Reverse Marketing: The New Buyer–
Supplier Relationship
, London: Collier-Macmillan.
Levitt, T. (1969)
The Marketing Mode: Pathways to Corporate Growth
, New York:
McGraw-Hill.
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