Marketing communication: principles and practice

5 Managing with stakeholders in mind
95
Learning points
95
Introduction
95
The marketing environment
96
Audiences, markets, and publics
97
C O N T E N T S
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Stakeholding
98
Do we have a stakeholder society in the UK?
100
The third- and fourth-wave society of the new millennium
102
The inclusive company
103
Managing with stakeholders in mind
104
Corporate community
105
Concepts of communication and communication purpose
108
Marketing channels and networks
109
What do you think?
110
Further reading
111
6 Intercultural communication
112
Learning points
112
Introduction
113
Culture and marketing
114
Culture as communication
114
Cross-cultural consumer behaviour
116
International strategies
118
International advertising
121
What do you think?
123
Further reading
124
7 The marketing mix as social communicator
125
Learning points
125
Introduction
125
The elements of the modern marketing mix
127
The traditional communication tools
136
Buyer state
137
Communicating in marketing channels
137
Investing in word-of-mouth promotion
140
Consumer vs. business to business
141
Choosing communication activities
142
Beyond the 4 Ps
146
What do you think?
147
Further reading
148
8 The brand communicator
149
Learning points
149
Introduction
150
Cognitive response to marketing interventions
150
What is a brand?
151
Communicating behaviour and brand offers
154
The social significance of brands
156
Brand loyalty
158
Brand preferences
158
Perceptual (cognitive) mapping
159
What do you think?
163
Further reading
163