Marketing Communication: A Critical Introduction

by Varey; Richard

• ISBN13: 9780415230391
• ISBN10: 041523039X
• Edition: 1st
• Format: Hardcover
• Copyright: 2001-12-14
• Publisher: Routledge

Summary

Providing a contemporary examination of marketing as a social process, the book focuses on a planned, integrated marketing communication program. Combines a managerial perspective with current communication and marketing theory, to develop a contemporary set of principles, incorporating such recent developments as e-communication and new media.

Table of Contents

List of figures	xi
List of case studies	xiv
List of boxes	xv
List of tables	xviii
Structure of the book	xx
Preface	xxiii
An introduction to marketing communication	1	(17)
Learning points	1	(1)
Introduction	1	(1)
The marketing task	2	(2)
Marketing, consumption, and communication	4	(2)
Marketing as a management technology: micro-marketing	6	(3)
Marketing as a social process: macro-marketing	9	(1)
Weaknesses in traditional textbook explanations of marketing	9	(1)
Weaknesses in traditional textbook explanations of marketing communication	10	(3)
The contrived evolution of human communication technologies	13	(2)
What do you think?	15	(1)
Rationale for the book	16	(1)
Further reading	17	(1)
A communication concept for communicating	18	(23)
Learning points	18	(1)
Introduction	18	(2)
The orthodox view of marketing communication	20	(11)
Three perspectives on messages	31	(2)
Communicator characteristics	33	(2)
Zones of meaning	35	(2)
Communication networks	37	(1)
Communication and culture	37	(2)
What do you think?	39	(1)
Further reading	40	(1)
Consumer behaviour and communication	41	(31)
Learning points	41	(1)
Introduction	42	(1)
People as consumers	43	(1)
Theories of purchase behaviours	43	(4)
How can we explain buyer behaviour?	47	(9)
The purchase decision-making process	56	(3)
Some further key concepts	59	(3)
Mindfulness	62	(1)
The appreciative system	63	(1)
Diffusion of innovations	64	(1)
Personal influence and opinion leaders	65	(2)
Corporate buying behaviour	67	(2)
Implications for managers	69	(2)
What do you think?	71	(1)
Further reading	71	(1)
Marketing communication ideology	72	(23)
Learning points	72	(1)
Introduction	72	(1)
Communication is relational	73	(2)
Communication as a mode of exchange	75	(4)
Marketing communication in the value-creating system	79	(2)
Cooperation, collaboration, competition	81	(1)
Marketing communication objectives	82	(4)
Messages	86	(1)
Market education	87	(1)
Response to marketing action	88	(5)
What do you think?	93	(1)
Further reading	93	(2)
Managing with stakeholders in mind	95	(17)
Learning points	95	(1)
Introduction	95	(1)
The marketing environment	96	(1)
Audiences, markets, and publics	97	(1)
Stakeholding	98	(2)
Do we have a stakeholder society in the UK?	100	(2)
The third- and fourth-wave society of the new millennium	102	(1)
The inclusive company	103	(1)
Managing with stakeholders in mind	104	(1)
Corporate community	105	(3)
Concepts of communication and communication purpose	108	(1)
Marketing channels and networks	109	(1)
What do you think?	110	(1)
Further reading	111	(1)
Intercultural communication	112	(13)
Learning points	112	(1)
Introduction	113	(1)
Culture and marketing	114	(1)
Culture as communication	114	(2)
Cross-cultural consumer behaviour	116	(2)
International strategies	118	(3)
International advertising	121	(2)
What do you think?	123	(1)
Further reading	124	(1)
The marketing mix as social communicator	125	(24)
Learning points	125	(1)
Introduction	125	(2)
The elements of the modern marketing mix	127	(9)
The traditional communication tools	136	(1)
Buyer state	137	(1)
Communicating in marketing channels	137	(3)
Investing in word-of-mouth promotion	140	(1)
Consumer vs. business to business	141	(1)
Choosing communication activities	142	(4)
Beyond the 4 Ps	146	(1)
What do you think?	147	(1)
Further reading	148	(1)
The brand communicator	149	(16)
Learning points	149	(1)
Introduction	150	(1)
Cognitive response to marketing interventions	150	(1)
What is a brand?	151	(3)
Communicating behaviour and brand offers	154	(2)
The social significance of brands	156	(2)
Brand loyalty	158	(1)
Brand preferences	158	(1)
Perceptual (cognitive) mapping	159	(4)
What do you think?	163	(1)
Further reading	163	(2)
Selecting media for communicating	165	(27)
Learning points	165	(1)
Introduction	165	(1)
Product placement: `stealth advertising'	166	(2)
Advertorials: storytelling	168	(1)
Marketing communication through new media	169	(7)
Publicity and word of mouth	176	(1)
Exhibitions and trade shows	177	(1)
Sales promotions	177	(4)
Media selection	181	(3)
Need-satisfaction theory	184	(1)
The changing structure of marketing media	184	(1)
The impact of the Internet	185	(1)
Implications for marketing communications management	185	(5)
What do you think?	190	(1)
Further reading	191	(1)
Identity, image, and reputation	192	(20)
Learning points	192	(1)
Introduction	192	(2)
Corporate reputation	194	(1)
Key concepts and their relevance to marketing	195	(3)
The significance of reputation to business performance	198	(4)
The constitution of corporate reputation	202	(2)
The management of corporate reputation	204	(2)
Public relations as impression management	206	(2)
Marketing image	208	(1)
Marketing public relations	208	(2)
What do you think?	210	(1)
Further reading	211	(1)
Internal marketing communication	212	(18)
Learning points	212	(1)
Introduction	213	(1)
What is internal marketing?	213	(3)
A route to marketing orientation	216	(2)
Corporate identification, identity, image, and reputation	218	(3)
Internal marketing as a corporate integrator	221	(7)
What do you think?	228	(1)
Further reading	228	(2)
Relationship marketing	230	(19)
Learning points	230	(1)
Introduction	230	(1)
Managing dialogue	231	(1)
Relationship as value added	232	(1)
Relationship status	233	(2)
Transaction vs. relationship approach	235	(2)
One-to-one marketing	237	(1)
The retention strategy	238	(1)
Customer relationship management	239	(1)
Affinity marketing	240	(3)
Reverse marketing	243	(1)
Efficient marketing communication	243	(4)
What do you think?	247	(1)
Further reading	248	(1)
Integrated marketing communication	249	(19)
Learning points	249	(1)
Introduction	250	(1)
What does integration mean?	250	(1)
Starting with the customer	251	(3)
Why has IMC become so prominent in recent years?	254	(1)
The benefits of IMC	255	(1)
Obstacles to adoption of IMC	255	(11)
What do you think?	266	(1)
Further reading	266	(2)
Advertising as communicating	268	(19)
Learning points	268	(1)
Introduction	269	(1)
Origins of advertising	270	(1)
What is advertising?	271	(1)
Advertising knowledge	271	(1)
What can advertising accomplish?	272	(3)
Adverting objectives, strategy, and tactics	275	(3)
Creative strategies	278	(1)
Executional formats	278	(4)
Comparative advertising	282	(1)
Internet advertising	282	(4)
What do you think?	286	(1)
Further reading	286	(1)
Communication strategies and objectives	287	(16)
Learning points	287	(1)
Introduction	287	(2)
Marketing communication objectives	289	(3)
Communication strategy	292	(1)
The strategy document	292	(2)
Push-and-pull communication systems	294	(1)
The two-part strategy	295	(2)
Advertising strategies	297	(1)
Communication strategies and product life cycle	297	(4)
What do you think?	301	(1)
Further reading	301	(2)
Planning, evaluating, and controlling the marketing communication system and programme	303	(21)
Learning points	303	(1)
Introduction	304	(1)
Beyond traditional marketing communications	305	(1)
The planning process	306	(2)
Remember internal marketing?	308	(1)
Corporate memory as a planning aid	309	(2)
Integration of communication activities	311	(1)
Effective strategy	312	(1)
Evaluation of communicative action	313	(2)
Evaluating marketing communication activity	315	(1)
Advertising effectiveness	316	(4)
Controlling communication effort	320	(1)
The cost of communication effort	321	(1)
The allocation of funds	321	(1)
What do you think?	322	(1)
Further reading	323	(1)
Professionalism	324	(18)
Learning points	324	(1)
Introduction	325	(1)
Managing ethically	325	(1)
The core assumptions of consumerism	326	(2)
The ethical consumer	328	(1)
Managerialism and systematic distortion of communication	329	(4)
Ethical communication	333	(1)
The social responsibilities of the marketer	334	(2)
What can go wrong?	336	(1)
The job of the marketing communication manager	337	(3)
What do you think?	340	(1)
Further reading	341	(1)
Contemporary marketing communication, corporate communication, and... the future?	342	(18)
Learning points	342	(1)
Introduction	343	(1)
Changing consumer behaviour and marketing situation	343	(2)
Changing marketing communication practices	345	(1)
Communication in e-commerce	345	(2)
The corporate communication system of managing	347	(10)
Further reading	357	(3)
Bibliography	360	(18)
Index	378