Marketing communication: principles and practice

I N D E X
383

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international marketing 113
International Red Cross 91
international strategies 118–21
Internet, the 13, 64, 166, 232, 254,
356; advertising and 269, 282–3,
284, 319; e-commerce and 345;
impact of 184–5; Peoplesound.com
and music 183; potential benefits of
176; selling on 237–8
interpersonal communication 136; one-
step flow model 140; two-step flow
model 141
investment 13, 284, 344, 349
involvement 50–1, 55; participation 
27
IT, knowledge systems and 306
Italy 121
Japan 113, 117
joint marketing contracts 352
joint product development 352
joint ventures 352
judgement, facts and frames 49
Kay, J. 198–200, 206
Kelman, H. C. 33–4
Kline, S. 9, 13, 73
knowledge 96, 109, 312; codified 272;
communication and 26; management
271
knowledge economy 106, 349
Kotler, P. 22–3, 39, 208, 217, 242,
291, 345
Kreps, G. L. 347, 351
ladder of inference 30
laggards 65
Lang, T. 34, 43–4, 58, 269, 328, 343
Langer, E. J. 62, 78
language 25, 28–9, 114, 116–17, 119
late majority, innovation and 65
Latin America 113
leadership 105, 108
learning 87, 115, 151
learning corporation, improvement and
innovation 218
Leenders, M. R. 243, 343
Leiss, W. 271, 273–4, 297
Levitt, T. 9, 132–3, 255, 350–2;
marketing matrix 351
Liberal Democrat manifesto 100
liberal quasi-‘democracy’, participatory
democracy 27
‘licence to operate’ 108, 110, 198, 209,
348
‘life projects’, ‘zones of meaning’ and 36
lifetime value (LTV), customer’s
patronage 238
Littlewoods, rebranding 152
living a life, two basic ways 332
Local Exchange Trading Schemes
(LETS) 328, 344
long-established providers, high
credibility 133
Loughborough University Business
School 201
low-esteem buyers 133, 135
loyalty schemes 240
Lundkvist, A. 174–5
M-Commerce 171
McCann Eriksen Coley Porter Bell 277
McDonald, M. H. B. 156–7
McDonald’s outlets 113
McGuire, W. 52, 63
McKenna, R. 216, 218
McLuhan, H. M. 34, 232–3
McQuail, D., typology of
communication events 174
macro-marketing, wide view of market
transactions 335
making the promise, customers and
290
management decisions, marketing
functions and 129–35
management practice, effect of 27
Management Today
201
managerialism 19, 81, 329–33
managers, agents of social innovation
344; ‘communicator’ and 74;
‘corporation ideology’ and 223;
corrective action control approach
321; cynical management and 332;
design of promotions and 179;
ethical dilemmas 334; as marketers
354; questions before purchase and
consumption 143; role 223; ‘social
contract’ and 107, 350
managing, corporate communication
system 347–50
managing dialogue 231–2
managing ethically 325–6
Manchester United 161–2
market, consumption behaviour and 97
market communication 12
market education 87–8
market research 10, 126, 304, 306
market segmentation 288
Market-Based Management (MBM)
227
market-sensing, connectedness and 213
marketers 12, 42, 84, 284; behavioural