Marketing communication: principles and practice

C O N T E N T S
viii

---

One-to-one marketing
237
The retention strategy
238
Customer relationship management
239
Affinity marketing
240
Reverse marketing
243
Efficient marketing communication
243
What do you think?
247
Further reading
248
13 Integrated marketing communication
249
Learning points
249
Introduction
250
What does integration mean?
250
Starting with the customer
251
Why has IMC become so prominent in recent years?
254
The benefits of IMC
255
Obstacles to adoption of IMC
255
What do you think?
266
Further reading
266
14 Advertising as communicating
268
Learning points
268
Introduction
269
Origins of advertising
270
What is advertising?
271
Advertising knowledge
271
What can advertising accomplish?
272
Adverting objectives, strategy, and tactics
275
Creative strategies
278
Executional formats
278
Comparative advertising
282
Internet advertising
282
What do you think?
286
Further reading
286
15 Communication strategies and objectives
287
Learning points
287
Introduction
287
Marketing communication objectives
289
Communication strategy
292
The strategy document
292
Push-and-pull communication systems
294
The two-part strategy
295
Advertising strategies
297
Communication strategies and product life cycle
297
What do you think?
301
Further reading
301
C O N T E N T S
ix

---

16 Planning, evaluating, and controlling the marketing 
communication system and programme
303
Learning points
303
Introduction
304
Beyond traditional marketing communications
305
The planning process
306
Remember internal marketing?
308
Corporate memory as a planning aid
309
Integration of communication activities
311
Effective strategy
312
Evaluation of communicative action
313
Evaluating marketing communication activity
315
Advertising effectiveness
316
Controlling communication effort
320
The cost of communication effort
321
The allocation of funds
321
What do you think?
322
Further reading
323
17 Professionalism
324
Learning points
324
Introduction
325
Managing ethically
325
The core assumptions of consumerism
326
The ethical consumer
328
Managerialism and systematic distortion of communication
329
Ethical communication
333
The social responsibilities of the marketer
334
What can go wrong?
336
The job of the marketing communication manager
337
What do you think?
340
Further reading
341
18 Contemporary marketing communication, corporate 
communication, and . . . the future?
342
Learning points
342
Introduction
343
Changing consumer behaviour and marketing situation
343
Changing marketing communication practices
345
Communication in e-commerce
345
The corporate communication system of managing
347
Further reading
357
Bibliography
360
Index
378