MARC5_Z02.qxd 12/18/08 2:35 PM Page 936

Author index

A Baldinger, A. 216 Blackston, M. 358 Aaker, D.A. 239, 827 Balfour, M. 602 Blakely, R. 797 Abi-Hanna, Noba 487 Ballantyne, D. 65, 242–3, 712 Blattberg, R.C. 538, 555, 789 Abratt, R. 391, 403–4, 421–2, 883 Balmer, J.M.T. 16, 388–91, 407, 895 Blau, J. 760 Achrol, R.S. 213 Baltas, G.A. 753 Blau, P. 204 Acland, H. 643 Banerjee, A. 856 Blodgett, J.G. 52 Adams, A.J. 523 Bannister, B.D. 907, 908 Blythe, A. 790 Advertising Association 419, 427, 635, Barich, H. 404, 906 Blythe, Jim 704 688, 714, 722, 728, 738 Barnes, J.G. 199 Boehringer, C. 355 Ajzen, I. 149–50, 236 Barnes, M.L. 676 Bokaie, J. 338, 575, 825, 910 Albert, S. 389, 398, 899, 900 Barnett, A. 370 Bold, B. 230, 848 Allen, A. 87, 572, 689 Barrand, D. 541, 778 Bone, P.P. 52 Alleyne, R. 511 Barry, T. 236, 333 Bonoma, T.V. 184 Alonso, J. 844 Bartlett, C. 839 Booth, J. 588 Alreck, P. 170 Bartlett, M. 613 Borgerson, J.L. 114 Altman, I. 64, 205 Barton, L. 110, 586 van den Bosch, A.L.M. 395 Alvesson, M. 400 Bashford, S. 18, 526, 639, 640, 697 Boschma, R.A. 307–8 Ambler, T. 379, 487 Basu, K. 138, 216, 252 Bosman, J. 513 Ampuero, O. 701 Batra, R. 175, 521 Botan, C. 110 Anagnos, G. 586 BBC 499 Boukersi, L. 687 Anderson, E. 873 Beale, C. 73, 818–19 Boustani, P. 171, 173 Anderson, J.C. 197, 201, 555 Beane, T.P. 291 Boutellier, R. 200 Anderson, R.E. 667, 678 Beeching, P. 16 Bowen, D. 895 Andersson, P. 12 Belch, G.E. 238 Bowersox, D. 9, 185 Andrews, K. 289 Belch, M. 695 Bowery, J. 524 Ang, L. 219 Belch, M.A. 238 Boyle, E. 578 Anholt, S. 840, 855, 856 Belk, R. 132, 159 Braithwaite, A. 522 Anisimova, T.A. 389, 391 Benedapudi, N. 883 Brandal, H. 634 Ansoff, H.I. 188, 289 Benjamin, K. 879 Brech, P. 813 Araujo, L. 206 Bennison, David 35 Breen, B. 375 Archer, B. 521 Benoit, W.L. 588–9 Bridges, D. 425 Armistead, L. 665 van den Berg-Weitzel, L. 850 Briggs, R. 472, 775–6 Armstrong, A. 794 Berkman, H. 52 Brito, P.Q. 555 Armstrong, C. 466 Bernstein, D. 403, 392, 394, 399 Broadbent, S. 435 Armstrong, L. 511 Berry, L.L. 895 Brocklehurst, D. 86 Armstrong, S. 807 Bertheron, P. 687 Brook, S. 262 Arora, R. 517 Berthon, P. 472–3 Brooke, S. 357 Ashford, R. 173 Betts, Peter 594 Broon, P.S. 400 Ashton, J. 213 Beverland, M. 373 Brougaletta, Y. 31 Askegaard, S. 895 Bewick, M. 489 Broussard, G. 818 Assael, H. 355 Beyer, J.M. 901 Brown, G. 244, 245–6 Attas, D. 107 Bhatnager, P. 30 Brown, J. 271 Avlonitis, G.J. 782 Bickart, B. 52 Brown, Jill 476 B Biel, A. 356, 358, 459 Bruner, G.C. 238, 758 Bagozzi, R. 8 Billings, C. 78 Bruning, S.D. 565, 571 Bainbridge, J. 56, 132–3, 232, 825 Bird, D. 624 Buck, S. 429 Baines, P. 27 Birkinshaw, J.M. 886 Buckley, N. 702 Bal, C. 607 Blackett, T. 366 Bumba, L. 828 Baldauf, A. 666–7 Blackstock, C. 241 Burden, S. 450 MARC5_Z02.qxd 12/18/08 2:35 PM Page 937

AUTHOR INDEX 937

Burke, R. 145 Crane, I.E. 827 Dunnion, B. 391 Burnett, J. 422, 828 Cravens, D.W. 186, 647, 661, 666, 675 Durlacher 794 Bush, A.J. 677 Creyer, E.H. 122 Durston, J. 372 Butterfield, L. 432 Crimmins, J. 615–16 Dutton, J.E. 400, 899–900 Buttle, F.A. 219 Crow, D. 764, 788, 797 Dwyer, F.R. 884 Buzzell. R. 523, 548, 847, 849 Crow, J.G. 35 Dwyer, R. 8, 873 Byers, D. 591 Curtis, J. 87, 555 Dyer, D. 859 Byrne, C. 209 Cutlip, S. 572 Dyson, P. 425 Byrne, N. 350–1 D E C Daft, R.L. 48, 809 Eagle, L. 269 Cacioppo, J.T. 146, 239 Dahl, D.W. 136, 487 Earnshaw, M. 73 Calonius, H. 217 Dall’Omo Riley, F. 355, 369 Easton, G. 206 Canning, L. 201 Darden, W.R. 54 Edwards, H. 899 Cannon, J.P. 209 Das, R. 761 Ehling, W.P. 571 Capizzi, M. 552 Daskou, Sofia 382 Ehrenberg, A.S.C. 369, 377, 487, 493, Caponigro, J.R. 586 Davidson, D. 176, 610, 777, 788, 789 546, 615 Carrigan, M. 114 Davidson, S. 86 Eisenhart, T. 642 Carroll, Angela 222 Davies, J. 841, 856 El-Ansary, A. 27, 870, 871, 873 Cartellieri, C. 774 Davis, B. 266 Elsbach, K.D. 900 Carter, M. 241 Davis, M. 553 Engel, J.F. 310 Casaló, V. 376 Davison, L. 703 Engle, R.L. 676 Cespedes, F.V. 676 Dawes, J. 546–8 Ennew, C.T. 108–9 Chaffee, E. 288–90 Day, G. 199, 202, 341 Ennis. D.M. 291 Chaffey, D. 742, 748, 776, 785, 790, D. De Bruyn, A. 789 Ephron, E. 818 794 De Chernatony, L. 136, 355, 369 Esposito, M. 727 Chan, K.K. 54 De George, R.T. 101, 103, 111 Evans, M. 131, 632 Charles, G. 81, 421, 608 Dean, A. 760 Everett, S. 257, 264 Chaudhuri, A. 795 Deighton, J. 773, 789 F Chen, Q. 238 Delner, N. 843 Faison, E.W. 517 Chernatony de, L. 136, 355, 369 Delozier, M.W. 52 Farey-Jones, D. 778 Child, L. 76, 86, 90 Dennis, A.R. 49 Farquahar, P. 377 Cho, D.-S. 856 Dermody, Janine 162 Farmer, B. 610 Chonko, L.B. 107, 119 DeVincetis, J.R. 675 Farr, A. 432–3 Christensen, L.T. 895 Dewhirst, T. 266 Farrell, G. 856 Christiansen. T. 54 Diacon, S.R. 108–9 Farrelly. F. 606, 607–8 Christopher. M. 214, 215 Dichter, E. 52–3, 400, 449, 489 Farrow, C. 444 Christy, R. 112, 124 Dick, A.S. 216, 217 Feldwick, P. 377, 487 Churchill, G.A. 467, 672–4 Dickson, P.R. 185 Fendwick, P. 444 Churchill, L. 523 Dion, P.A. 213 Ferguson, J. 398 Clancy, K.J. 814 DMIS 636 Ferrell, O.C. 118 Cobau, S. 136 Dolphin, R.R. 605 Fielding, S. 93, 848 Cohen, J. 138, 499 Doney, P.M. 209 Fill, C. 5, 9, 11, 279, 392, 404, 658, Cohen, R. 746 Donnelly, A. 418 760, 903, 905 Colley, Russell 328, 330, 333 Donohue, A. 76 Finch, M. 81 Collin, W. 84–5 Dorrell, E. 14 Fink, S. 584, 586 Connolly, A. 703 Dowling, G.R. 54, 202, 216, 388, 395, Firmstone, J. 211–12 Conway, T. 590 403, 405 Fishbein, M. 149–50, 236 Cook, G. 466, 609 Doyle, P. 197, 198, 432, 461 Flesch, R. 449 Cooper, A. 377, 378, 400 Doyle, S. 787 Fletcher. K. 626, 632 Cooper, M. 185 Draper, T. 788 Fletcher, W. 244 Corke, S. 487 Dreze, X. 472, 474, 634 Folkes, V. 701–8 Cornelisson, J. 257, 264–6, 389, 399 du Plessis, E. 816 Fombrun, C. 401 Cousins, P. 209 Duarte, D.L. 810 Ford, I.D. 884 Cowlett, M. 259, 389, 721 Dudley, D. 35 Foreman, S.K. 896 Cox, J. 201 DuFrene, D.D. 634 Forsyth, J.E. 756, 757 Cox, S. 454 Dukerich, J.M. 899–900 Foster, S. 627 Craig, O. 56 Duncan, T. 217, 257, 259, 264, 278 Fournier, S. 215–16, 358 Crane, A. 101, 103 Dunfee, T.W. 116 Fowler, D. 376 MARC5_Z02.qxd 12/18/08 2:35 PM Page 938

938 AUTHOR INDEX

Foxall, G.R. 522 Grant, I. 84 Harris, G. 180, 848 Fraser, C. 848 Grant, J. 55 Harverson, P. 603 Frazer, C.F. 845 Grant, K. 666, 675 Harvey, B. 601 Frazier, G.L. 872 Grass, R.C. 146 Hastings, G. 614–15 Freeman, E. 895 Gray, E.R. 16, 362, 389–91, 407 Hastings, S. 551 Freeman, L. 854 Gray, R. 63, 176, 189, 303, 401, 472, Hatch, M.J. 388, 896 Freud, Sigmund 131 589, 591, 722 Hauss, D. 462 Friedman, Milton 103 Grayson, K. 773 Hawkes, S. 633 Fritzsche, D.J. 104 Green, A. 78–9 Hawkins, D. 60, 136 Frost, V. 643 Greene, W.E. 913 He, H.-W. 388–9 Frow, P. 645, 648 Greenwald, A. 237 Heath, R. 179, 242, 487, 714 Fry, A. 169 Gregory, A. 567 Hecker, L.A. 233, 905 Fulk, J. 809 Gregory, K. 851 Hedburg, A. 610 Fuller, B.K. 664 Grein, A.F. 276 Hedderman, Mary 560 G Greyser, S.A. 400, 401 Heinonen, K. 11 Gaedeke, R.M. 422 Griffin, T. 843 Helm, S. 52 Gaidis, W.C. 545 Griffiths, A. 80 Hemsley, S. 895 Gall, D. 629 Grimes, E. 603 Henderson Blair, M. 523 Gallucci, P. 818 Grimshaw, C. 826 Hennessey, D.H. 886 Gambetta, D. 209 Gronhaug, K. 170, 185 Herkman, J. 763 Ganesan, S. 626 Gronroos, C. 5, 16, 207, 217–18, 242, Hickson, D.J. 843 Gao, Z. 860 243, 264, 266, 277 Hicks, R. 797 Garbarino, E. 216 Gronstedt, A. 91–2, 247 Higgins, R.B. 907, 908 Gardner, D. 908 Grosso, C. 77 Hill, A. 604 Garry, Tony 618 Grunert, K.G. 634 Hirschmann, E.G. 177–8 Gassenheimer, J. 8 Grunig, J. 65, 304, 569–70 Hiscock, J. 897 Gatignon, H. 61 Guens, T.W. 763 Hite, R.E. 848 Gay, R. 776, 784, 822 Guenzi, P. 657 Hlavinka, K. 634 Geertz, Clifford 859 Guildford, J. 134 Hoek, J. 615, 618 Gendall, P. 618 Gullen, P. 435 Hoey, C. 773 Ghoshal, S. 288, 839 Gummesson, E. 606, 904 Hoffman, D.L. 47–8 Gilbert, D.C. 538 Gundlach, G.T. 109 Hofstede, G. 842, 843 Gilliland, D.I. 31, 868–9 Gupta, S. 538 Holahan, C. 777 Gilly, M.C. 905–6 Gustafson, R. 314 Holbrook, M.B. 106, 177–8 Gilson, C. 52 H Hollingshead, A.B. 809–10 Gladwell, Malcolm 788 Haas, O. 521 Hollingworth, C. 589–90 Godfrey, Richard 350 Hagel III, J. 794 Hollis, N. 472, 775–6 Godin, S. 634–5 Haig, M. 782 Holm, O. 293 Goffman, E. 62 Haigh, D. 378 Holmes, S. 421 Goften, K. 81, 465 Hakansson, H. 86, 607, 863 Holmlund, M. 207, 208 Golan, G.J. 789 Haley, Russell I. 292 Holt, S. 885 Goldhaber, G.M. 27 Hall, Angela 317 Hooley, G.J. 425 Goldsmith, R.E. 238, 522, 758, 774 Hall, E. 419 Horan, C. 207 Gomez, L. 634 Hall, J. 702 Horn, M. 615–16 Goodfellow, J. 84 Hall, M. 490 Houston, F. 8 Goodman, L.E. 213 Hallberg, G. 551 Hovland, C.I. 512, 517 Goodman, P.S. 900 Hambrick, D.C. 288 Howard, D.J. 236, 333 Goodrich, J.N. 139 Hamill, J. 851 Hudson, D. 692–3 Goodwin, C. 634 Hammer-Lloyd, S. 201 Hudson, S. 692–3 Goolsby, J.R. 122 Hammond, K. 555 Hughes, G. 5 Gorb, P. 388 Hannah, D.B. 512 Hughes, Graham 410 Gordon, G. 904 Hannah, G. 883 Hughes, T. 762 Gordon, M.E. 634 Hansen, F. 157 Hui, B. 158 Gordon, W. 453, 458, 702 Hardaker, S. 903, 905, 916 Humby, C. 554 Gotsi, M. 400 Hargrave-Silk, A. 699 Hunger, J.D. 903 Gould, S.J. 276 Harich, K. 844 Hunt, S.D. 86, 116, 118, 122, 209, 211, Govoni, N. 713, 828, 671 Harker, D. 120 213, 214, 626, 864–6 Grabner, J.R. 870 Harper, G. 425 Hunt, T. 304, 569 MARC5_Z02.qxd 12/18/08 2:35 PM Page 939

AUTHOR INDEX 939

Hunter Blair, P. 35 Keaveney, S.M. 811 Lasser, W. 377 Hurme, P. 781 Keegan, W.J. 839 Laurent, G. 173–4 Hutton, J.G. 267 Keller, K.L. 390 Lavidge, R.J. 235–6 Huzzey, A. 158 Kelly, P.M. 883 Lazerfeld, P.P. 54 I Kelman, H. 507 Ledingham, J.A. 565, 571 Ind, N. 394, 912 Kemp, G. 698 Lee, C.H. 539, 541 Ingram, T.N. 666 Kennedy, S. 400, 403 Lee, D.H. 266, 444 Inks, S.A. 677 Kent, M.L. 243, 571, 756 Lee, J. 369 Inman, J. 545 Kent, R. 634 Lehman, J. 634 J Kesic, T. 773 Lengel, R.H. 48, 809 Jack, L. 352 Khoon, L.C. 691 Leone, R.P. 883 Jackaria, N. 538 Kilburn, D. 856 Leuthesser, L. 392 Jackson, B. 187 Kim, K.K. 855 Levitt, T. 325, 679, 846 Jackson, J.C. 102 Kimberley, J. 900 Lewis, H. 756, 757 Jackson, P.R. 897–8 Kincaid, D.L. 62 Lewis, R. 756, 757 Jacob, R. 724 King, Matt 766 Liedtka, J. 895 Jansen, B.J. 785 King, R.C. 809 Lievens, A. 897 Jarboe, G. 782 King, S. 282, 337 Lilien, G.L. 789 Jardine, A. 82 Kingdom, J.W. 57 Lindberg-Repo, K. 217 Jarillo, J.C. 677 Kinney, S.T. 49 Littlejohn, S.W. 63–4 Jarvis, T. 817 Kirby, J. 789 Liu, Y. 773 Javalgi, R. 139, 605 Kitchen, P. 264, 269, 464, 572, 575 Lloyd, D.W. 814 Jaworski, B.J. 742, 753–4 Kitchen, P.J. 90–1 Lloyd, J. 21, 658 Jeannet, J.-P. 886 Klein, N. 106, 234 Lock, A.R. 264 Jenkins, J.R.G. 817 Kleinman, M. 575 Lockenby, J.D. 773 Jenkinson, A. 274, 275 Kliatchko, J. 266 Lodish, L.M. 451, 454 Jensen, B. 90 Knox, S. 391, 395 Lomax, W. 52, 53 Jewell, R.D. 294, 348 Kohli, C. 392 Longhurst, P. 429, 822 Johnson, G. 288, 325 Kolah, A. 606 Lovallo, D.P. 290 Johnson, G.J. 62–3 Kothandaraman, P. 197 Loveless, H. 511 Johnson, M.S. 216 Kotler, P. 88, 336, 355, 404, 828, 906 Lovett, L. 357 Johnston, W.J. 31, 868–9 Kozinets, R.V. 795–6 Low, G.S. 278 Jolson, M.A. 662 Kramer, R.M. 900 Lubetkin, B. 451, 454 Jones, G. 265, 491, 499, 743, 798 Kriegel, R.A. 324 Luo, X. 210 Jones, J.P. 430, 431, 492–3, 494 Krish, P. 377, 378, 379 Lutz, J. 237–8, 758 Jones, M. 82 Krishna, A. 538, 700 Lutz, R.L. 514 Jones, P. 818, 548 Krishnamurthi, L. 552 Lynch, J.E. 425 Joyce, T. 497 Krishnamurthy, S. 634 M Juvertson, S. 788 Krugman, H.E. 455, 487, 807, 815, MacKenzie, S.B. 514 K 817 Macneil, I.R. 9, 201 Kahn, R.L. 27 Kugel, C. 274 Mahajan, V. 61 Kaikati, A.M. 788 Kumar, A. 238, 758 Mahnert, K.F. 910–11 Kaikati, J.G. 789 Kumar, N. 213 Maklan, S. 395 Kalwani, M.U. 885 Kumar, Poonam V. 191–4, 531–4 Mallen, B. 46 Kamakura, W.A. 633, 738 Kumar, V. 202 Mandell, W. 517 Kangis, P. 745 Kunde, J. 395 Markwick, N. 392, 404, 407 Kanuk, L. 150, 174, 512, 521 L Marquis, S. 80 Kapelianis, D. 86 Laaksonen, P. 175 Marshall, D.W. 466, 609 Kapferer, J.N. 173–4, 358–9 van de Laar, R. 850 Martin, B.A.S. 695 Kaplan, R. 848 Lace, J.M. 86, 90 Martin, C.L. 788 Karayanni, D.A. 753, 782 Lacey, R. 601, 603 Martin, M. 856 Kardes, F.R. 517 Laczniak, G.R. 119 Mason, K.J. 189 Karnell, I. 760, 761 Lafferty, B.A. 238, 514, 758, 774 Matta, S. 701–8 Karrh, J.A. 695 Lahiffe, Katy 618 Matten, D. 101, 103 Katz, D. 27 Lane, M. 340 Matthews, K. 775 Katz, E. 54 Lanigan, D. 728 Mazur, L. 54, 451 Kavassalis, P. 634 Lannon, J. 247, 472, 523 Mazzarol, T. 52 Kay, J. 288 Lasn, K. 136 McCarthy, E.J. 12 MARC5_Z02.qxd 12/18/08 2:35 PM Page 940

940 AUTHOR INDEX

McCormick, A. 283, 791 Morden, T. 907 Orton-Jones, C. 545 McCrosky, J.C. 665 Morgan, A.J. 677 Ostrow, J.W. 819–20 McDonald, C. 600–1 Morgan, G. 896 Ovenden, M. 456, 466, 612 McDonald, M. 884, 885, 888 Morgan, R.M. 86, 209, 211, 213, 214, Owusu-Frimpong, N. 851 McDonald, S. 714 626, 864–6, 895 Oxley, M. 376, 758 McDonnell, E.J. 188 Moriarty, S. 217, 259, 278 P McElroy, B. 817 Morowitz, V.G. 773 Packard, V. 105–6, 234 McEwan, T. 62 Morrill, J.E. 679 Palda, K.S. 236 McGrath, J.E. 809–10 Morris, R.J. 788 Paliwoda, S.J. 86 McGuire, W.J. 59, 146, 235–6 Morrison, D.E. 211–12 Palmer, R. 200–1 McKee, S. 81 Moss, D. 293, 575 Papas, C. 880 McLoughlin, D. 207 Moukanas, H. 362 Papatia, P. 552 McLuhan, M. 807 Moustakas, E. 634 Pardo, C. 883 McLuhan, R. 216, 549, 639, 640, Moyies, J. 698 Park, C.W. 266, 444 695–6, 698 Mueller, B. 849 Parker, R. 523 McQuiston, D.H. 185 Mulhern, F. 264 Patzer, G.L. 43 Medway, Dominic 35 Muniz, A.M. 376, 513, 794 Pavia, W. 58 Meenaghan, T. 601, 603, 613, 614 Murdock, G. 763 Pavie-Latour, V. 111 Melewar, T.C. 388, 395 Murphy, C. 83, 91, 395 Pavlou, P.A. 209–10 Mendonca, L.T. 290 Murphy, D. 609, 614, 639, 730, 740, Pawinska, M. 82 Merrick, D. 423, 425 879 Payne, A. 645, 648, 739 Meyronin, B. 750 Murphy, P.E. 102, 109, 119 Pearson, C.M. 463, 586, 587, 590 Middleton, V.T.C. 558 Murray, G.B. 817 Pearson, S. 633 Midgley, D. 54 Murray-Wilson, A. 588 Peattie, K.J. 461, 538–9 Miles, Jeremy 889 Myers, J.B. 645 Peattie, S. 461, 538–9 Miller, D.A. 280 N Penner, W.J. 900 Miller, G. 570 Nancarrow, C. 191, 219, 531 Pennings, J.M. 900 Miller, J. 376, 758 Naples, M.J. 817 Penrose, J.M. 586 Miller, R. 375 Napolitano, L. 883 Peppers, D. 634 Millman, T. 882, 884, 885, 886, 888 Narasimhan, Prasad 191–4, 531–4 Percy, L. 264, 329, 496, 497–8, 524, Miln, D. 78 Narayanas, N. 885 527–9 Milne, G.R. 634 Narus, J.A. 197, 201, 555 Perry, C. 200 Milner, Karl 410 Naughton, P. 591 Pervan, S.J. 695 Mindak, W. 88 Neal, W.D. 342–9 Peter, J.P. 237 Mintzberg, H. 276, 288, 289–90, 393, Nebenzahl, I.D. 694 Peters, L.D. 626 463 Neslin, S.A. 538, 555 Petromilli, M. 361 Misra, S. 54 Nevin, J.R. 12, 870, 871, 872, 873–4 Petty, R.E. 146, 239 Mistry, B. 434, 558 Newell, S.J. 908 Phillips, W. 79 Mitchell, A. 903 Nielsen, A.C. 460 Pidd, H. 798 Mitchell, L.A. 434–5 Nottage, A. 139, 213, 357 Pierce, A. 362 Mitchell, S.M. 112 Novak, P.T. 47–8 Piercy, N. 667, 895 Mitchell, V.-M. 171, 173, 185, 863 O Pinkerfield, H. 796 Mitroff, I. 463, 586, 587, 590 Odal, A. 401 Pirrie, A. 377, 378 Mitussis, D. 219 Odoi, A. 393 Pitt, L.F. 665 MMA 739 Odol, A. 698, 702 Pitta, D.A. 258, 376 Moenart, R.K. 897 O’Donnell, C. 723 Plaut, M. 694, 695 Mohr, J. 12, 866–7, 870, 871, 872, Ogilvy, David 113 Plessis, E. du 816 873–4 O’Guinn, T.C. 376, 794 Pollay, R.W. 106 Molesworth, Mike 95 Ojasalo, J. 882, 884 Poon, D.T.Y. 600–1 Molina, P.R. 785 Okazaki, S. 844 Pope, N.K.L. 605 Moloney, K. 580 Okin, G. 719 Porter, L. 789 Money, A.H. 896 Olins, W. 394, 405 Porter, M.E. 188, 197–8, 261, 677, 751 de Mooij, M. 839 Oliver, G. 466 Prendergast, G. 600–1 Moore, A. 20 Oliver, R.L. 667 Price, M. 551 Moore, L. 823 Olkkonen, R. 607 Proctor, R.A. 572 Moorman, C. 866 Olsen, J.C. 237 Prue, T. 495 Moran, W. 139, 140 O’Malley, D. 490 Pugh, D.S. 843 Morash, E. 9 O’Malley, L. 216, 219, 553 Puth, G. 197 MARC5_Z02.qxd 12/18/08 2:35 PM Page 941

AUTHOR INDEX 941

Q Rothschild, M. 64, 310, 545, Simpson, P.M. 197 Quarantelli, E.L. 586 664, 827 Sims, J. 396 Quilter, J. 406, 543 Rowe, A.J. 303 Sinclair, S.A. 341 Quinn, J.B. 325, 393, 463 Rowe, W.G. 199 Singhapakdi, A. 122 R Rowley, J. 554 Sissors, J.Z. 828 Rackham, N. 675 Rubinson, J. 216 Skinner, B.F. 143–4 Radjou, N. 742 Ruckert, R.W. 696 Smallbone, D.W. 421–2 Rafaeli, A. 638 Rumelt, R.P. 290 Smeltzer, L.R. 362 Raghubir, P. 700–7 Rushton, S. 511 Smit, E.G. 458 Rankin, K. 745 Russell, C.A. 695 Smith, A. 611 Rao, S. 200 Ryals, L. 739 Smith, N.C. 107, 119 Rapacz, D. 200 Ryals, L.J. 885 Smith, P. 259 Ratchford, B.T. 174, 181 Ryan, L. 61 Sneath, J.Z. 601 Ray, A. 272 Ryssel, R. 198, 210, 218, 742, 750 Snehota, I. 607 Ray, M.L. 175, 521, 679–8 S Snoddy, R. 730 Rayport, J.F. 742, 753–4 Sain, B. 275 Snyder, N.T. 810 Reed, D. 262, 603, 632 Sasser, E.W. 202 Soars, B. 634 Rees, S. 219 Saunders, J. 461 Sohi, R.S. 874 Reichheld, F.F. 54, 202 Schau, H.J. 513 Soldow, G. 64 Reid, A. 445, 657, 725 Schein, E.H. 394–5, 901, 902 Solley, S. 234 Reid, M. 264, 278 Schiffman, L. 150, 174, 512, 521 Solomon, M. 131 Reidenbach, R.E. 106 Schindler, R.M. 52 Sood, B. 219 Reilly, M. 200 Schlegelmilch, B. 104 Southgate, P. 703 Rein, S. 860 Schlei, J. 52 Spake, D.F. 263 Reinartz, W.J. 202 Schmittlein, D.C. 773 Speece, M. 698 Reisman, J. 582 Schneider, B. 895 Spekman, R. 185, 199, 866–7 Renshaw, M. 436–7 Scholes, K. 325 Spencer, R. 885 Reppel, A.E. 795 Schramm, Wilbur 41–2, 137 Spickett-Jones, J. Graham 282 Reynolds, F.D. 54 Schroeder, J. 114 Spillan, J.E. 586 Reynolds, T.J. 634 Schroer, J. 428–30 Spotts, H.E. 264 Rich, M. 373 Schultz, D. 264 Springston, J. 590 Richards, T. 377 Schultz, D.E. 819–20 Srinavasan, M. 811 Ridgeway, J. 636 Schultz, M. 388, 896 Srivastava, R.K. 666 van Riel, C.B.M. 302, 404 Schumann, D.W. 581 Srull, T.K. 145 Ries, A. 337 Schwarzkopf, Stefan 859 Stalling, E.G. 341 Riezebos, R. 363, 364, 367–8, 370 Sclater, I. 85–6 Stanton, W.J. 581 Rigby, D.K. 219 Secunda, E. 694 Stanwix, E. 209 Rigby, E. 799 Seeger, M.W. 584 Staverley, N.T. 443 Riiber Knudsen, T. 299 Sekhon, Yasmin 832 Stayman, D.M. 521 Ritson, M. 361 Semlow, W.E. 672 Steilen, C. 81 Robertson, T. 61 Sen, R. 785 Steiner, G.A. 235–6 Robin, D.P. 106 Settle, R.B. 170 Stern, L. 27, 870, 871, 873 Robinson, J. 209 Shan, P. 746–7 Sternberg, E. 102, 107, 116, 118 Robinson, J.P. 57 Shannon, C. 42 Sternthal, B. 512 Robinson, P.J. 183, 186 Sharma, A. 883 Steuer, J. 48 Robinsonova, Nicola 732, 801 Shee, P.S.B. 391, 403–4 Stevens, Lorna 502 Robothan-Jones, R. 719 Sheehan, K.B. 845 Stewart, B. 698 Rockwell, M. 762 Shemwell, D.J. 908 Steyn, B. 293 Rogers, B. 637 Sherwin, A. 209, 719 Still, R. 663–4, 671, 673 Rogers, E.M. 54, 58–9, 62, 64, 745 Sherwood, P.K. 457 Stokes, D. 52, 53 Rose, P.B. 280 Shimp, T.A. 264 Stone, M. 219, 746–7 Rosen, E.M. 746 Shipley, D. 688 Stone, R.N. 170 Rosen, R. 325 Shrum, L.J. 773 Storey, J. 895 Rosenberg, L.J. 870 Shultz, D.E. 459 Strachan, J. 111 Rosenbloom, B. 678 Silayoi, P. 698 Strandvik, T. 11 Ross, W.T. 122 Simmons, P, 377, 378 Strickland, A.J. 325 Rossiter, J.R. 175, 329, 496, 497–8, Simms, J. 470, 512–13, 526, 913 Stringer, David 681 524, 527–9 Simon, H. 188, 811 Strong, E.G. 146 MARC5_Z02.qxd 12/18/08 2:35 PM Page 942

942 AUTHOR INDEX

Strong, E.K. 235, 662, 663 Valla, J.-P. 863–3 Widmier, S.M. 676–7 Stuart, E.W. 664 Varey, R. 65 Wightman, T. 219 Stuart, H. 392–3, 403, 407 Varey, R.J. 913 Wilkie, W.L. 521 Sturges, D.L. 464, 587 Vasquez-Parraga, A.Z. 116, 118 Wilkinson, A. 895 Sudbury, Lynn 67 Vaughn, R. 181, 452, 496–7, 524 Wilkinson, I.F. 211 Summers, J.O. 872 VCCP 629 Williams, K. 54, 138 Swain, W.N. 263 Veloutsou, C. 723 Wilson, A.M. 400 Sweney, M. 486, 499 Venkat, R. 487 Wilson, D. 189, 197 Swinyard, W.R. 679–8 Verebelyi, N. 700 Wilson, E.G. 633 Szmigin, I. 114, 795 Vesanen, J. 748 Wilson, K. 469, 678, 882, 884, 885, T Vial, N. 701 886, 888 Tapp, A. 762 Vlasic, G. 773 Wilson, R.F. 789 Tax, S.S. 54 Vöegle, S. 877 Wind, Y. 182, 184–5 Taylor, D. 64, 205 Voges, K.E. 605 Wind, Y.J. 294 Taylor, M. 243, 571 Vriens, M. 877 Windahl, S. 58, 59 Tezinde, T. 634 Vyse, K. 368 Winterman, D. 155 Thayer, L. 657 W Witcher, B. 614 Theodorson, S.A. and G.R. 42 Wagner, S. 200 Witt, J. 905 Thomas, A.R. 634 Wakefield, K.L. 601 WNIM 522 Thomas, D. 743 Walker, J.-A. 614 Wolfinbarger, M. 905–6 Thomas, G. 64 Walker, O.C. 873 Wong, K.S. 688 Thomas, R. 212 Wallace, H.W. 146 Wood, J. 16 Thompson, A. 325 Walmsley, A. 796, 797 Wood, W. 791 Thompson, C.J. 122 Walton, P. 366 Woodruff, R. 186 Thompson, K. 902 Wangenheim, F.V. 52 Woodside, A.G. 522 Thompson, M. 486 WARC 714, 730 Woolgar, T. 81 Thomson, K. 233, 905 Ware, R. 522 Wootz, B. 863 Thorncroft, A. 466, 612 Warnaby, G. 35, 293 Workman, J.P. 676 Thorsen, E. 91–2 Watson, T. 465 Wotruba, T.R. 884 Thurner, R. 741 Watts, R. 213 Wright, H. 658 Thwaites, D. 605 Weaver, K. 423, 425 Wright, P.L. 237 Tichy, N. 65 Weaver, W. 42 Wulf, K.D. 877 Tiltman, D. 293, 492, 588 Webster, F.E. 182, 184–5 X Tobaccowala, R. 274 Weick, K. 65 Xia, W. 809 Tomkins, R. 419 Weilbacher, W. 827 Y Tootelian, D.H. 422 Welch, M. 897–8 Yao, J.L. 215–16 Torres, A.M. 910–11 Welker, C.B. 789 Young, E.G. 211 Tripodi, J.A. 605 Wells, L.E. 699 Young, M. 81 Trout, J. 337 Wells, W. 238, 454, 455 Yuan, Y. 47 Tsai, 514–15 Weltevreden, J.W.J. 307–8 Yun, S.-H. 570–1 Tsalikis, J. 104 West, D.C. 86, 855 Z Tungate, M. 176 van der Westhuizen, B. 421–2 Zaichowsky, J. 174 Turnbull, Andrew 251 Wethey, D. 82 Zambarino, A. 84 Turner, C. 22, 626, 747, 789 Wheelan, T. 903 Zandpour, F. 844 Tylee, J. 419 Whetten, D.A. 389, 398, 899, Zhang, J. 785 Tynan, C. 205 900 Zhang, Y. 521 U White, J. 854 Zhang, Z.J. 538 Uncles, M. 202, 216 White, R. 75, 260 Zielske, H.A. 146, 454 UTalk 690, 739 Whitehead, J. 418 Zinkhan, G.M. 521 V Whitson, C. 549 Zissou, Peter 382 Vakratsas, D. 379, 487 Whittington, R. 289–90 Zucker, L. 210 Valentine, V. 702 Whitton, F. 61 Zurfryden, F. 472, 474 MARC5_Z03.qxd 12/18/08 2:35 PM Page 943

Subject index

3G services 739 continuity patterns 828 affiliate marketing 799, 922 3Ps of strategy 295–7 corporate 302–4, 580–4 affordable approach, financial 4Cs Framework 23–4, 134, 927 costs 416, 485, 715, 717 resources 424–5 4Ps Framework 12, 199 digital screens 825 After Eight 343 5Ps of strategy 289 effectiveness measurement 444–5 age gap 87 7Cs of web site design 753–6 emotion and 231–2, 370, 486–7 agencies 118 118: 521 520–4 à la carte 77 A employees, effects on 905–7 account executives 83 à la carte agencies 77, 922 engagement 498–9 account planners 84–5 A&L 625–6 ethics 105–6, 107–8 attitudes 270 AA 228–30, 650–1 expenditure on 73–4 416, 417–18, boutiques 75 Abbey National 395 713, 720–2 briefing process 84 Abbott Mead Vickers 86 FCB matrix 496–7 client relationships 85–7, 270 above-the-line 922 flighting patterns 828 competition 80 above-the-line mass communication international development 856–7 complementary 91 20 as mass manipulation 105–6 creative shops 75 absolute costs 821 misrepresentation and 107–8 creative teams 85, 853–4, 856 Accenture 396–7 models 490–2 credentials presentations 82 account executives 83 music and 522 digital media agencies 76–7 account management 881–6 online 472, 774–7, 822–3 full-service 75, 78–81 account managers 922 OPC model 499 industry structure 77–8 account planners 84–5, 922 post-testing 453–7 integrated 91 accountability 211, 331–2, 542, 740 pre-testing 445–51 integrated marketing ACNielsen 460, 472 pulsing patterns 828 communications and 90–3, acquisition, customers 203 regulations 844 263 acquisitive growth 853 role 483–5 international 853–6 Actimel 525–6 Rossiter–Percy grid 497–8 media specialists 76 action 330–1 shock strategies 115–16, 487–9 mini-briefs 82 adaptation policies 846 slice-of-life advertising 518–19 mini-group 91 adaptive personalisation 749 social networking sites 797 networked 91 adaptive strategies 289, 290 strategic use 495–6 operations 83–5 added value 367–8 strong theory 492–3 organisational structure 856 adhesives market 338–9 tactics 524–9 overseas growth 853 adoption process 58–60, 922, 931 timing of placements 828 pitches to clients 81, 82, 854 adstock 327, 817, 922 weak theory 493–4 relationships 85–9 advertising 14, 21, 24–5, 26, 27, 33, wear-out 145–6 remuneration 89–90, 263 482–3, 624, 922 word-of-mouth 57–8 resource utilisation 853 advocacy 584 see also messages selecting 81–2 allowances 556, 557 advertising factories 90 structures 270 alphabetical model 495 Advertising Standards Authority types and structures 75–7 attitudes to 818–20 (ASA) 114, 115, 120–2 agents 850 brand associations and experiences advertising-to-sales ratios 427, 922 AIDA model 235–6, 490, 662, 922 246 advocacy advertising 584, 922 air miles 549 business-to-business markets 485, aesthetic codes 842 Airbus 198, 600 876–7 affective commitment 213 airlines 549–50, 899 cognitive component 153 affective component of attitudes alliance selling 675 comparative 519–20 148–9, 153–4, 922 allowances 556, 557 complaints 114 affective exchange 64 alphabetical model of advertising 495, concepts 490–2 affective processing 235 922 MARC5_Z03.qxd 12/18/08 2:35 PM Page 944

944 SUBJECT INDEX

alternatives evaluation 168, 178–9, banking 155, 212–13, 393 distributor brands 365 187 banner ads 472, 775–6, 922 engagement 904–5 Amazon 799 Barclaycard 609, 865 equilibrium brands 431 ambient media 728, 922 Barclays Bank 398 equity 376–9, 923 ambush marketing 614 barcode technology 761 expansion 542–3 American Express 346, 549 Barnardo’s 115 experiences 246, 697 Amnesty International 487–8 basic key account management 884 extensions 139, 369, 508, 923 Andrex 179 bastion brands 363, 364 extrinsic attributes 356 Anheuser-Busch 339–40 BBC 393, 402 facets 358–9 animation 136, 522 BBDO 86 feelings 13 antecedent states 159 BBH 85 field marketing 697–8 AOL 845 Bebo 798 fighter brands 363, 364 Apache 191–4, 531–4 behaviour 232, 396–9, 545, 809–11 financial resources allocation appeal, messages 518–24 behavioural learning 142–4 430–3 Apple 290, 513, 797, 847 behaviouristic segmentation 291 fingerprinting 368–9 appropriation brand types 430–1 below-the-line communication 20, flanker brands 363, 364–5 appropriation models 421–2 232, 371–3, 923 forms 360, 363–6 Arcadia Group 747 benchmarks 326 future 377 architecture, brands 360–6 Benetton 115, 487, 523 generic 366 arts sponsorship 612–14 benevolence 209 global 44, 93, 846 ASA (Advertising Standards Bernard Matthews 588 integration 260–1, 366–7 Authority) 114, 115, 120–2 Betterware 642 intrinsic attributes 356 Ascaron 766 billboards 722 investment brands 431 ascribed groups 157 biometrics 761–2, 923 loyalty 171 asbestos industry 889–91 Bird’s Eye 140–1 luxury brands 356–7 Asda 299, 301, 337, 366, 725 biscuits 259 management structures 270, 276 aspirational groups 157 Black & Decker 300 manufacturers’ brands 363–5, association 449 blogs 55, 513, 791–2, 910, 923 366 Aston Martin 694 Bluetooth 739 marketing communications role asymmetric PR model 570 BMW 134, 549, 694 in branding 369–75 ATR see awareness–trial– Boeing 361 milking brands 431 reinforcement model bonus packs 556, 557, 923 names problems 44 attitudes 148–51, 236, 238–9, Boots 56, 67–8, 169, 272–3, 854, online 375–6 818–22, 922 905 performance monitoring 542 attributes 151–3 Bösendorfer 600 peripheral cues 240–1 Audi 694 boutique agencies 75, 923 portfolios 360, 923 audience fragmentation 922 brand/response (B/R) ratio 499 prestige brands 363, 364 audiences 5–6, 16, 17–18, 19, 26, branded entertainment 923 price brands 366 294, 712–13, 807, 826–7 branded house architecture 361, 923 promises, evaluation 470–1 auditing 696 brands 18, 234, 354–6, 923 public relations and 371 audits 910–14 ambassadors 895, 899 religion 395 automation of sales forces 676–7 architecture 360–6, 923 strategic role of branding 366–9 Avanquest Software 766–9 associations 153, 246 taglines problems 44 Avis 346 attitudes 151–3 type appropriation 430–1 Avon Cosmetics 24, 642 attributes 151 vehicles 628 awareness 328–9 bastion brands 363, 364 virtual communities 376 awareness–trial–reinforcement benefits 359–60 see also positioning (ATR) model 493, 615, 922 building 369–73 Branston 526 B business-to-business branding breakdown method 923 B/R (brand/response) ratio 499 373–5 breakfast 158 B&Q 295, 296, 604, 901–2 chameleon 260 breakfast cereals 439–40 b2b markets see business-to-business characteristics 356–9 bribery 116 markets co-branding 372 briefing process 84 b2c (business-to-consumer) markets communication values 431–3 briefs 923 210, 218 corporate see corporate branding British Airways 149, 398, 401, 594–6 BA see British Airways differentiation 153 British Gas 877 BAA 640 direct 627–9 British Superbike Championship balance 304–5, 515–16 direct marketing and 371 618–20 MARC5_Z03.qxd 12/18/08 2:35 PM Page 945

SUBJECT INDEX 945

Britvic 370 buying decisions see purchasing structure 873 broadcast media 711, 717–20 decisions see also networks brochures 558 buyphases 186–8, 923 chaos theory 584 Brooke Bond 241 C character licensing 558 brown pound 832–3 Cadbury 245, 470–1, 512, 543, 588, characteristic trust 210 Brylcreem 556 611, 702 charities 115–16, 600 BSkyB 499 calculative commitment 213 Chevrolet 512 BT 813 call centres 636–7 chief executives’ credibility 908–10 BTI (buy task involvement) model call-to-action 923 children 111 868–9 Calvin Klein 511 Chivas Regal Whisky 16–17 budgets 33, 417, 419–21, 435–7 cameras 540–1 chocolate 494 see also financial resources Cancer Research UK 524–5 choice 119 Budweiser 339–40 Cantrell Corporation 204 cigarettes 266, 852 bulletins, communications by 49 CAP (Committee of Advertising Cillit Bang 491–2, 493 Bulmers 524 Practice) 115 CIM (customer interaction BUPA Wellness 643 capabilities 907–8, 913–4 management) 638 Burberry 511 car industry 134, 364, 400, 522, 660, CIMP (corporate identity business applications of digital 694, 698 management process) 404–7 technology 742–3 car insurance 327 cinema 726–7 business ethics see ethics carelines 638–9, 923 Cisco Systems 583, 791 business markets 923 Carlsberg 298–9 Citigroup 213 business-to-business (b2b) markets Carphone Warehouse 910 Citroën 143 31–2, 862–4, 923 carryover 327 CK 357 account management 881–6 Cartier 356 class dissociation 345–6 advertising 485, 876–7 cartoon character licensing 558 classical conditioning 142–3, 923 branding 373–5 CAT (computer-telephone classical strategies 289, 290 communications 867–9 integration) 638 client briefs 923 interorganisational 870–4 cat foods 147–8 client relationships 85–7, 270 mix 876 catalogues 640 climate change 110 quality 874–5 CATI (computer-assisted telephone closeness 211 direct marketing 877–8 interviewing) 638 closure 138 ecommerce 875–6 Cats Protection 566 clothing 124–5, 336 interorganisational cause-related marketing 573–5, 923 co-branding 372, 925 communications 870–4 caveat emptor 119 Coca-Cola 29–30, 137, 338, 401, interorganisational relationships CCC (customer contact centres) 574–5, 609, 700–1 864–7 636–8 codes of practice 121 lifecycles 218 celebrity endorsements 43, 154, cognitive component of attitudes media and 879–81 509–11 148–9, 153, 923 networks 864–7 CEO credibility 908–10 cognitive learning 144–5, 923 personal selling 658, 660, 863, Cereal Partners 440 cognitive processing 235, 237–9, 878–9 chairperson’s rules 424 923 portals 854–5 chameleon brands 260 cognitive responses 17–18, 459 public relations 878 Chanel 509, 511 cognitive theory 132–3, 545, sales promotions 878 change 270, 271, 582 923–4 strategic account management changing attitudes 151–3, 236 cognitive view of involvement 175 881–6 Channel Five 393 cold-calling 159 trust 209–10 channel grazing 814 Colgate 778 see also channel networks; channel networks collaboration 875 organisational purchasing changing 675–7 collaborative exchanges 8–9, 12, 924 business-to-consumer (b2c) markets climate 873 collaborative personalisation 749 210, 218 communications management colour 700, 843 buy-back allowances 556, 557 870–5 Comic Relief 465 buy task involvement (BTI) model multichannel selling 645–8 commerce 756 868–9 perception and 140 commission payments to agencies buyclasses 183–4, 923 personal selling 661 89–90 buyers 184 power 873–4, 923 commitment 213, 214, 243, 924 buying allowances 556, 557 push strategies 300–1 Committee of Advertising Practice buying centres 184, 185, 923 sales promotions within 555 (CAP) 115 MARC5_Z03.qxd 12/18/08 2:35 PM Page 946

946 SUBJECT INDEX

communications 9–12, 26, 40–1, 924 competitors 346 corporate branding 153 adoption process 58–60 complaints 114 corporate identity and 389–91, 394 audits 910–14 complementary agencies 91 names 395–6 b2b markets see business-to- complementary model 627–8 NHS 410–12 business markets completion 449 corporate communications 302–4, channel networks 870–5 complex products 108–9, 659–60 394–9, 402–3, 908, 924 content 872–3 comprehension 330 see also internal marketing corporate see corporate computer-assisted telephone corporate culture 392–3, 901–4 communications interviewing (CATI) 638 corporate events 579 corporate culture and 903–4 Computer Associates 879 corporate hospitality 117, 603 corporate identity and 402–3, computer-telephone integration corporate identity 387–9, 924 398–9 (CAT) 638 corporate branding and 389–91, cross-border strategy 846–9 conative component of attitudes 394 diffusion process 60–1 148–9, 155, 924 corporate image 399–400, 403–7 direction 872 conative processing 235 corporate communications 394–9, effectiveness 33, 660–1 concept testing 447, 924 402–3 episodes 28–9 concepts of advertising 490–2 corporate reputation 400–1 expenditure trends 417–19 conclusion drawing 516–17, 924 management process (CIMP) frequency 871–2 confirmation 59 404–7 influences 47–9 connection, web sites 755–6 process 391–4 interaction and interactivity in 62–3 consequences approach to ethics 101 public relations cues 576 interorganisational 870–5 construction 449 strategies and 392–3, 403–7 linear model 41–6 consultative selling 675 tasks of 402–3 matrix 243 consumer marketing 925 corporate image 399–400, 403–7, media richness 712 consumers 462–3, 924 mix attitudes see attitudes corporate objectives 924 b2b markets 876 capability 119 corporate-oriented web sites 751 personal selling 659–61 involvement 514 corporate perceptions 402–3 public relations integration in juries 447–8, 925 corporate personality 392–3, 924 592 market communication 31–2 corporate public relations (CPR) sponsorship role 614–16 personal selling 655 461–4, 465, 568–9, 572–3, modality 872 sovereignty 107, 119 575 multi-step model 50, 62 types 134 corporate reputation 400–1, 924 network approaches 64, 65, 924 see also customers corporate social responsibility 110 objectives 294, 325–6, 328–32, 924 contact centres 636–8 corporate strategies 288, 324–6 one-step model 49, 62 content corruption 116 one-way 243–4 messages 32 cosmetic personalisation 749 people influences 49–51 perspective 924 cosmetics 56, 67–8 quality 874–5 web sites 753, 754, 756 costs 23–4, 27, realms of understanding 46–7 contests 556, 557, 924 advertising 416, 485, 715, 717, relational approaches 63–5 context 821–2 situations 159 analysis 27–30, 63, 310–11, 924 exhibitions 688 two-step model 49–50, 62 web sites 754, 756 media 712 two-way 243–4 continuity patterns 828 per-click (CPC) 924 values 924 contours 138 per customer acquisition (CPA) web sites 755, 756 control 23–4, 25, 27, 313, 667 784 word-of-mouth see word-of-mouth controllable budget criteria 435 per-thousand (CPM) 924 communications convenience products 925 per thousand people (CPT) 821–2 communities 568–9, 579, 754, 756, convergence 762–4 public relations 566 794–9 conviction 330 sales promotions 543–4, 548 comparative advertising 519–20 cookies 799 count and recount allowances 556, compensatory models 150–1 cooperative growth 853 557 competition between agencies 80 cooperative key account management coupons 461, 552, 556, 557, 560–2, competitive advantage 11, 271, 485 884–5 778, 925 competitive parity 426, 924 coordinated promotional mix 313 coverage 813–15 competitive promotions 553 copycat messaging 524 CPA (cost per customer acquisition) competitive strategies 288–9 Coronation Street 611 784 competitor advertising 924 corporate advertising 580–4 CPC (cost-per-click) 924 MARC5_Z03.qxd 12/18/08 2:35 PM Page 947

SUBJECT INDEX 947

CPM (cost-per-thousand) 924 De Beers 134–5 and branding 371 CPR see corporate public relations dealer contests 556, 557 b2b markets 877–8 CPT (costs per thousand people) Debenhams 550 conative approach 155 821–2 decay 145–6, 925 databases 632–3 craft-oriented PR 570 decency 102–3, 113–16 direct response media see direct creative briefs 924 deciders 184, 925 response media creative magnifier 245–6, 924 decision-making 31–2, 58–9, 326 expenditure 74 creative shops 75 ethics and 119 integration and 642–4 creative teams 85, 331, 853–4, 856, high-involvement 176, 178–9, growth 630–2 924 180–2, 927 international markets 851 credentials presentations 82, 924–5 low-involvement 176, 179–80, multichannel selling 645–8 credibility 23–4, 26, 27, 152, 209, 181–2, 242, 329, 929 online 779–80 507–12, 907–10 units 925 permission marketing 633–5 credit card market 358 see also purchasing decisions risk reduction methods 173 crises 463– 4, 584–91 decoding messages 41, 44–5, 925 role 624–6 CRM see customers: relationship decreasing-returns principle 672 sales force support 644–5 management delivery risks 864 types of direct brands 627–9 cross-selling 218 Dell 640–1 direct response advertising 925–6 cultural expectations 740 demographics 291, 827 direct response media 635, 728–9 culture 156–9, 280, 347, 392–3, demonstrations 519 carelines 638–9 841–5, 901–4, 925 DERA (Defence Establishment and catalogues 640 Customer Bonding Triangle 795 Research Agency) 348, 903 direct mail see direct mail customers deregulation 845 door-to-door drops 642 acquisition 203, 786–7, 925 design, web sites 753–6 inserts 640 categorising 646–8 DFS 356, 509 Internet 642, 644 contact centres 637–8 dialogic approach to public relations magazines 640 decline 203–4 110 newspapers 640 development 203 dialogue 47, 242–4, 571, 925 radio 642 focus on 271 differentiation 9–11, 153, 233, 367, telemarketing 636–8, 644, 877 information processing by see 394, 628, 925 television 642 information-processing diffusion process 60–1, 925, 931 direct response television (DRTV) 729 behaviour digital asset management 83 direction 52 interaction management (CIM) 638 digital-based technologies 47 directories 717 life cycles 218–19 digital influencers 61, 925 disasters 585 loyalty 213–17, 549–52 digital media 242, 736–7 see also crises media relations 568 agencies 76–7 discounts 557 objectives and 333 b2b markets 881 discussion boards 513 online 306–7 budgets 436 disintegrating key account portfolio matrix 925 convergence in marketing management 885 relationship lifecycle 925 communications 762–4 Disney 361, 798 relationship management (CRM) future technologies and marketing dispersion of target audiences 26, 27 219–20, 751, 925 communications 760–2 distribution see channel networks relationship marketing 925 industry issues 762 distributive justice 102–3, 116 retention 202–4, 213–15, 549–52, key forms of 737–45 distributor brands 365, 926 787, 925 traditional media and distributors 926 satisfaction 925 differences between 758–60 DKNY 357 see also consumers; loyalty; integration 766–9 domains 926 relationship marketing users’ operations 745–51 Donna Karan 356–7 customisation, web sites 755, 756 digital technology 242 door-to-door drops 642 cuttings books 462, 465 digital values 925 door-to-door selling 696 cyber attacks 590 Dior 356–7 Doritos 512–13 D direct brands 627–9 Dove 345, 361, 513 Daewoo 346 Direct Line 627, 642 dress codes 664 Dagmar model 328, 330–1, 490, 925 Direct Line Rescue (DLR) 650–1 DRIP elements 9–11, 233, 218–19, DAR (day-after-recall) tests 453–4 direct mail 79, 625, 635–6, 644, 877 312, 896, 926 databases 77, 632–3, 925 direct marketing 14, 15, 22–3, 25, 26, DRTV (direct response television) 729 technologies 738–9 623–4, 713, 925 drug manufacturers 57, 848 day-after-recall (DAR) tests 453–4 agencies 77 Dulux 157, 878 MARC5_Z03.qxd 12/18/08 2:35 PM Page 948

948 SUBJECT INDEX

dummy vehicles 448–9, 926 enterprise resource planning (ERP) sponsorship 466 duplication 816–17, 926 743 tracking studies 457–8, 465 durable goods 926 entertainment, corporate 117 event marketing 696 Duracell 519–20 episodes 926 events 22, 578–9 duties approach to ethics 101 EPOS (electronic point of sale) 743 evoked sets 168 Dyson 152, 577–8 EPS (extended problem solving) 169, evolutionary strategies 289 E 178, 180 exchange concept 8–14, 199–200 early adopters 60, 926 equilibrium brands 431, 926 exchange process 12–14 early majority 60, 926 Equitrak model 377, 378 exhibitions 687–92, 850, 926 easyJet 484–5, 899 equity, brands 376–9 expectations 109 ecommerce 875–6 ERP (enterprise resource planning) expenditure trends 417–19 economies of scale 458, 847 743 experience 100–1 EDI (electronic data interchange) 742 ESL (electronic shelf labels) 760 experiential marketing 155, 697, 926 editorial tone 824 ESP (emotional selling propositions) expert interaction 63 EDS 603 231–2 expertise-based media 824 effective frequency 815–17, 926 ethics 99–101 experts 509 efficiency 750 advertising as mass manipulation exploratory affective exchange 644 Egg 213, 401 105–6 exploratory key account management ego 133 bribery 116 884 ego risks 170–1 corporate hospitality 117 exposure opportunities 824 egocentric organisations 896 decency 113–16 expressive positioning 338, 339–40, elaboration likelihood model (ELM) decision-making models in 926 239–42, 449, 492, 544–5, 926 marketing 119 extended problem solving (EPS) 169, electroencephalographs 452 extortion 116 178, 180, 926 electronic data interchange (EDI) 742 ideas in business ethics 101–4 extortion 116 electronic kiosks 744–5 inducements 116 extranets 875 electronic point of sale (EPOS) 743 marketers and 112 extrinsic attributes 926 electronic shelf labels (ESL) 760 privacy 111–12 eye tracking 452 electronic tagging systems 465 regulating marketing F ELM see elaboration likelihood model communications 120–2 face-to-face communication 49 email 49, 513, 781, 785–7 respect for persons 111–12 Facebook 777, 797 EMAP Elan 502–3 sales forces and 106–7 factual messages 518 emergent model of strategy 289 sales management supervisory and Fairtrade products 11 emergent networks 926 reward systems 118 familiarity 211 emergent school 926 scope of ethical issues 104 families 841, 842 emotion 231–2, 369, 486–7, 520–4, segments 292–3 Famous Grouse 370–1 904–5 taste 113–16 fantasy 523–4 emotional attachment 153–4 truth-telling 106–10 fantasy imagery 178, 927 emotional loyalty 216 vulnerable groups 111 fashion clothing 124–5 emotional responses 18 ethnic markets 832–3, 859–60 FCB matrix 496–7, 927 emotional selling propositions (ESP) Euromales 841 fear appeals 520–1 231–2 evaluation 313, 442–3 feedback 42, 45–6, 314, 927 empathy 243 advertising 444–59 fees 89–90 employees brand promises 470–1 Felix 147 advertising effects on 905–7 financial analysis 458 Fiat 698 emotional engagement 904–5 likeability 458–9 field marketing 77, 695–8, 927 incentive schemes 553–4 media 711–12 fighter brands 363, 364 integration 261–2, 271 online advertising 823 figure-ground 138 intellectual engagement 904–5 online communications 472–4 financial analysis 458 internal public relations 567 personal selling 466–9 financial capabilities 913 see also internal marketing physiological measures 451–2 financial resources 26, 415–17 encoding messages 41, 42–3, 44, 926 planned communications role advertising-to-sales ratios 427 endorsements 43, 509–11 443–8 appropriation brand types 430–1 engagement 5, 16–17, 233, 498–9, post-testing 453–7 appropriation models 421–22 904–5, 926 pre-testing 445–51 brand communication values 431–3 Engine 80 public relations 461–5 budgets 33, 419–21, 435–7 enhanced relationships 750 sales promotions 459–61 competitive parity 426 MARC5_Z03.qxd 12/18/08 2:35 PM Page 949

SUBJECT INDEX 949

financial resources (continued) geodemographic segmentation 291 historical imagery 178, 927 methods most used 434–5 geographic-based sales forces 668–9 HoE see hierarchy of effects models practical approaches 423–5 geographic segmentation 291 home shopping 746 profit impact on market strategy geography of target audiences 26 Homescan 460 (PIMS) 433–4 George 337 Hoover 553 quantitative approaches 425–6 Gestalt theory 701 Horlicks 826 share of market 428–30, 431 Gillette 176 hospitality 117, 603 share of voice 427–30 Giorgio Armani 723 hospitals 183, 188 theoretical approaches 422–3 global account management (GAM) hostaging 555 trends in communication 885–6, 927 Hotel Chocolat 783 expenditure 417–19 global brands 93, 846 house of brands architecture 361, 927 financial risks 170, 171, 173, 864 global organisations 839–40 HP (Hewlett Packard) 583, 886 financial services, selling 108–9 global system for mobile HSBC 591, 609 financial stakeholders 567–8 communication (GSM) 787 humour 521 financial structures and frameworks glocalisation 849 hybrid direct brands 627, 927 269–70 golf 347–8, 609, 729 I fingerprinting 368–9 Google 783–4 IBM 325, 361, 664 First Plus 511 Gorilla Kingdom 755 ice cream 382–4 flanker brands 363, 364–5 GPRS (general packet radio service) iconic rote learning 145, 927 Flickr 513 739 id 133 fliers, communications by 49 gratitude 615 ideas 90, 101–4 flighting patterns 828 Greek ice cream market 382–4 identity 358–9, 388–9, 393–5, Flood Maps 334 Green & Black’s 10, 3488 899–904 Flora 608 Grey Advertising 86 see also corporate identity; Flybe 799 grooming products 176 differentiation; internal flyposting 728 gross rating points (GRP) 815, 817, marketing focus groups 447, 927 927 image 399–400, 403–7, 462–3, 582, food 140–1, 222–3, 259, 439–40, grouping 138 589, 605 525–6, 588 groups 157 images 115–16, 145, 178, 487–9 Ford 456, 612, 694 GRP see gross rating points IMC see integrated marketing formal groups 157 GSM (global system for mobile communications fragmentation communication) 787 IMP Group 206–7, 927 audiences 19, 807, 922 Gucci 356–7 Imperial Tobacco Ltd 266 media 19, 813 guerrilla media tactics 728 implementation 59 framing, messages 514–15 Guinness 523, 699 in-store media 711, 723–5, 808 French Connection 487 H incentive schemes 218, 553–4 frequency 814–17, 871–2, 927 H&M 510 incentivised loyalty 216 frequency-of-reading tests 455 Hadrian’s Wall 35–8 Indian motorcycle market 191–4, frozen food 140–1 Haier 814 531–4 Fudge 516 haircare products 139–40, 516, 848 Industrial Marketing and Purchasing FujiFilm 358, 540–1 halo effect 448 (IMP) Group 206–7, 927 fulfilment house 927 harassment 111–12 industrial personal selling 655 full-service agencies 75, 78–81, 927 Haribo 798 industry see marketing functional capabilities 913 Havas 855 communications industry functional positioning 338–9, 927 hay fever 658 industry digital media issues 762 G health and fitness clubs 741 inertia 424 G4S 303, 396 hedonic consumption 177–8, 927 influencers 184, 927–8 galvanic skin response 452 Heineken 609–10 informal groups 157 GAM (global account management) Heinz 568 information 885–6, 927 heritage 347 appeals based on provision of Gap 368 Hewlett Packard 583, 886 518–20 gatekeepers 184, 927 hierarchical structures 276 consumers 119 General Mills 440 hierarchies of objectives 325 deviance 927 General Motors 361 hierarchy of effects (HoE) models nonverbal 62–3 general packet radio service (GPRS) 236, 333, 927 overload 158 739 high-involvement decision-making processing model 236 generic brands 366 see decision-making search 168, 178–9, 187 MARC5_Z03.qxd 12/18/08 2:35 PM Page 950

950 SUBJECT INDEX

information-powered devices 761 integration 740, 766–9 direct marketing 851 information-processing behaviour intellectual engagement of employees exhibitions 850 131–2 904–5 Internet role 851 attitudes 148–56, 238–9 intelligent communications services media planning 845 cognitive response 146–8 761 personal selling 850 culture 156–9 intentions 149–50, 928 public relations 849 cognitive theory 131–3, 237–8 interaction 62–3, 206–7, 242–4, 928 sales forces 850 environmental influences 156–9 interactive architects 77 sponsorship 850–1 learning 142–6 interactive marketing 789 international organisations 839–40 marketing and perception 139–42 interactive marketing Internet 737–8 perception 136–42 communications 772–4, 928 advertising 472 personality 133–6 affiliate marketing 799 brands online 375–6 relationship marketing and 277–8 blogs 791–22 business-to-business portals situational influences 157–9 email marketing 785–7 854–5 transactional marketing and 276–7 online advertising 774–7 collaboration 875 information systems and technology online communities 794–9 communications performance (IST) 742, 750, 762 online direct marketing 779–80 evaluation 472–4 informational motives, advertising online personal selling 781–2 crises 589–91 524 online public relations 780–1 customer dialogue and 47 initiators 928 online sales promotions 777–8 cyber attacks 590 ING Direct 628–9 podcasting 793 digital media agencies 76–7 innovations 58–61 RSS 793 direct marketing 642, 644 innovator communicators 54 search engine marketing (SEM) ecommerce 875–6 innovators 60, 928 782–5 exhibitions 691 inquiry tests 453, 928 short message services (SMS) 787 extranets 875 inseparability 928 viral marketing 788–90 interactivity 746 inserts 640 web logs 791–22 international marketing 851 inside-out 928 widgets 790 multimedia 691 Institute of Practitioners in word-of-mouth communications online advertising 774–7, 822–3 Advertising (IPA) 216 787–8 online brands 306–7, 371, 375–6 institutional-oriented advertising 928 interactive properties, media 712 online communications evaluation institutional trust 210 interactive television 743–4 472–5 insurance selling 108–9 interactive voice response (IVR) online communities 794–9 intangible benefits 11, 928 systems 637 online direct marketing 779–80 integrated agencies 91 interactivity 47–8, 62–3, 740, 745–6, online coupons 560–2 integrated key account management 753, 928 online personal selling 781–2 885 interdependent key account online identity 393 integrated marketing communications management 885 online protests 591 (IMC) 77, 80, 217, 256–7, 928 interference theory 145–6 online public relations 780–1 agencies and 90–3, 263 intermediaries 655, 928 online sales promotions 777–8 branding 373 internal marketing 894–5, 928 security 211–13 client structures and 276 advertising and impact on strategies 305–8 definition 267 employees 905–7 trust and security 211–13 development 263–4 brand engagement 904–5 web sites 751 direct marketing and 642–4 communications audits 910–14 banner ads 472, 775–6 drivers of 267–8 corporate advertising 302–4 commerce 756 elements for integration 257–63 member/non-member boundaries communication 755, 756 implementation 271 895–6 community 754, 756 incremental approach 278–80 organisational identity 899–904 connection 755–6 managing 268–71 public relations 567 content 753, 754, 756 media-neutral planning (MNP) purpose 896–8 context 754, 756 272–4 strategic credibility 907–10 corporate-oriented 751 open planning 274–5 see also corporate identity customers 306–7 personal selling 679 International Marketing and customisation 755, 756 perspectives on 264–7 Purchasing (IMP) Group design 753–6 reasons for interest in 267–8 206–7, 927 effectiveness measurement reconsidering concept 276–8 international markets 472–4 integrated media 729–30 advertising 856–7 interactivity 753 MARC5_Z03.qxd 12/18/08 2:35 PM Page 951

SUBJECT INDEX 951

Internet (continued) K Lowe Worldwide 86 microsites 776 KAM (key account management) loyalty 213–15 multimedia design 753 881–5, 928 brand loyalty 171 navigability 753 KateModern 798–9 profitability and 202 online video 776–7 Kellogg’s 13–14, 145, 343, 439–40, programmes 549–52 pop-ups 776 525–6 satisfaction–loyalty curve 811 product-oriented 751 key account management (KAM) store loyalty 159 rich media ads 776 881–5, 928 types and levels 215–17 strengths 751–2 keyphrase density 782 see also relationship marketing visitor behaviour 756–82 King of Shaves 791 LPS see limited problem solving visitor profiles 472–4 Kingfisher Group 604 Lucozade 558 weaknesses 752–3 kiosks 744–5 Ludlow Sausage Company 201 interorganisational communication Kitchen Restoration Company 641 luxury brands 356–7 870–4 KittenAid 566 Lynx 361 interorganisational conflict 928 Klein Cosmetics 357 M interorganisational relationships KMV model of commitment and magazines 502–3, 640, 711, 713, 714, 864–7 trust 213, 214, 928 715–17, 808, 824 interorganisational trust 209–11 knowledge 58, 59 magnet attractions 35 interpretation of stimuli 138–9 Kraft 11, 362 Maguires 524 interpretive strategies 289, 290 Kronenbourg 347 Makita 300 intervention-based communications L Maleon 87 20 labelling 702 management dimension of corporate intrinsic attributes 928 see also packaging image 399–100 investment brands 431, 928 laggards 61, 928 management structures 270, 276, 393, investor relations 567–8 Land Rover 716 839–40, 856 involvement 52–3, 928 laptops 95–6 Manchester United 779–80 advertising framework 491 late majority 60, 928 Mannesmann 393 buy task involvement (BTI) model lawn mowers 870 manufacturer brands 363–5, 366, 929 868–9 Le Creuset 346 manufacturer promotions 459–60, characteristics 174–5 leaflets 558 555–7 cognitive view 175 learning 47, 142–8, 817, 908 manufacturing capabilities 913 high see decision-making Learnit 801–3 mapping, perceptual 341–2 low see decision-making Lego 369 margarine 345 response view 175 Levi Strauss 366–7 marginal analysis 422–3 theory 173–8 Lewis Silkin 880 market, share of (SOM) 428–30, 431 IPA (Institute of Practitioners in libertarianism 120 market-based sales forces 670–1 Advertising) 216 licensing 929 market exchanges 8–9, 12, 934 iPod 135, 847–8 life cycles 218–19 market segmentation 290–3 Irn Bru 789–90 lifestyles 631 marketing capabilities 913–14 issues related objectives 333 likeability 458–9, 929 marketing communications eclipse 929 IST see information systems and limited problem solving (LPS) 169, marketing communications industry technology 179, 929 72 iTV 719 linear model of communication agencies see agencies ITV 499 41–6, 929 dimensions 73–4 iVillage 797–8 linear strategies 289, 290 one-stop shopping 78–81 IVR (interactive voice response) linkages in plans 314–15 relationships 85–9 systems 637 lipstick 197 structure and development 74–8 J literacy levels 842–3 marketing communications mix Jaguar 369 livematics 447 19–23, 929 JCB 374 Lloyd’s List 867–8 balance 32 jeans manufacturers 137 lobbying 22, 580 characteristics of communication John Deere 870 logos 388–9, 395 tools 23–4 Johnson & Johnson Orthopaedics London Eye 6–7 constituents 32 681–3 London Marathon 608 effectiveness of communication joint promotions 555 long-term memory 929 tools 24–5 Joost 437 L’Oréal 143, 639, 848 marketing communications planning judgement 100–1 low-involvement decision-making framework (MCPF) 308–15, justice 101, 102–3, 116 see decision-making 929 MARC5_Z03.qxd 12/18/08 2:35 PM Page 952

952 SUBJECT INDEX

marketing mix 12–13, 19–23, 259–60 teams 929 mini-briefs 82 marketing objectives 929 usage 818–22 mini-group agencies 91 marketing public relations (MPR) vehicles 711, 930 misrepresentation 107–8 464–5, 572–3 see also Internet; magazines; mission statements 325, 392 marketing resource management newspapers; radio; television misunderstanding 152 (MRM) 83 media neutral planning (MNP) MMO (multi-media optimisers) 817 Marks & Spencer 110, 486, 425, 582, 272–4, 929 MMS (multimedia messaging 909 media richness theory (MRT) 48–9, services) 739 Marmite 206 809, 929–30 MNP (media-neutral planning) Mars 508 Media Safari 766–9 272–4, 929 mass communications 59 mediated environments 48 mobile-based communications 644 mass manipulation 105–6 membership groups 157 mobile marketing 739–40 MasterCard 513, 616 memo communications 49 mobile phones 245, 491 Matalan 524 memory 144–6 mobile technologies 739–41 Max Factor 508 men mobility 749 Mazda 739 portrayal in the media 113–14 modality of communication 872 McDonald’s 401, 798 as shoppers 350–2 model of marketing communications MCPF (marketing communications merchandising 696 247–9 planning framework) 308–15, mergers and acquisitions 393 modelling 930 929 messages 506–7 modified rebuy 930 McVitie’s 259 adaptation to local markets 846 monologic approach to public media 710–11, 929 advertising tactics 524–9 relations 110 ambient 728 appeal 518–24 monopoly loyalty 216 attitudes 818–22 balance 515–16, 930 mood effects 827 audience profile 712–13 cognitive processing 237–8 Morrisons 143, 299, 301, 509 b2b markets and 879–81 content 32, 929 Moss, Kate 510–11 briefs 929 copycat messaging 524 motivation 133 broadcast 711, 717–20 counter and support arguments 238 Motorola 491 characteristics 808 credibility 23–4, 507–12 mountain biking 251–2 cinema 726–7 decoding 44–5 MPR (marketing public relations) communication richness 712 encoding 42–3, 44 464–5, 572–3 costs 712 feedback 45–6 MRM (marketing resource digital see digital media framing 514–15, 929 management) 83 direct response see direct response integration 259 MRT see media richness theory media involvement 534 MSN 798 evaluation systems 465 one-sided 517–18 multi-media optimisers (MMO) 817 evaluative criteria 711–12 origin 929 multi-step model 50, 62, 930 fragmentation 19, 813, 929 permanence 871 multichannel marketing 746–8 in-store 711, 723–5 reception 31, 44, 929 multichannel selling 645–8 industry concentration 80 response 45–6 multimedia 691, 739 influences on communication 47–9 source 42–3, 507 multimedia design 753 integrated 729–30 structure 516–18 multimedia messaging services interactive properties 712 transmission channels 43–4 (MMS) 739 multiplier rule 424, 929 two-sided 517–18 multinational agencies 853–6 outdoor 711, 713, 720–3 user-generated-content (UGC) multinational organisations 839–40, planning 806–8, 929 512–1 848–9 buying 72 meta tags 783 multinational strategies 840 concepts 813–8 Metro Future Store 760 music 522 international marketing 845 Metropolitan Police 116 mutuality 243 neutral planning (MNP) 272–4 Mexican Statement 565 MySpace 797 online ads 822–3 MFBC (message framing for brand mystery shopping 696, 930 switching behaviour 809–11 communication) 515 N vehicle selection 811–13 microsites 776, 930 NAM (national account management) print 711, 713–17, 879–80 Microsoft 399, 401 882 relations 568, 576–9 Milk Tray 702 names 44, 395–6 source effects 823–9 milking brands 431, 930 national account management (NAM) specialists 76 Milky Way 343 882 switching behaviour 809–11 mineral water 9 National Health Service 11, 410–12 MARC5_Z03.qxd 12/18/08 2:35 PM Page 953

SUBJECT INDEX 953

NatWest 155, 345 OEM (original equipment pensions industry 108–9 navigability, web sites 753 manufacturers) 930 people influences 49–51 Nectar 144, 549, 550 Ofcom 120, 122 Pepsi 29–30, 54, 377, 378, 511, 584 needs and wants 12 Ogilvy & Mather 86 percentage of sales model 424 negative communications 32 Olympic Games 614, 615–16 perceptions 136, 824, 931 negotiation 41 on-the-air tests 454 changes, sponsorship and 616 Nescafé Gold Blend 491 one-sided messages 517–18 corporate 402–3 Nestlé 111, 382–4, 437, 440, 446, 640 one-step model 49, 62 gap 402–3 Net Promoter Score (NPS) 470 one-stop shopping 78–81, 845 interpretation of stimuli 138–9 networks 11 one-way communication 243–4 organisation of stimuli 137–8 agencies 91 online see Internet perceptual mapping 341–2, 931 b2b markets 864–7 OPC model 499 risks 170–3, 930 communication and 64, 65, 870–5 open planning 274–5, 930 selection of stimuli 136–7 performance networks 572 operant conditioning 143–4, 930 value 199, 930 sponsorship and 607 opinion followers 57, 930 performance support networks 572 opinion formers 49, 56–7, 930 beliefs 152 see also channel networks opinion leaders 49, 51, 54–5, 58, 930 brands 542 new product launches 556, 582 opportunities to see (OTS) 814–15, evaluation see evaluation new tasks 930 817 networks 572 News of the World 713 Orange 395, 727, 798 risks 170 newsletters 781 ordinary decency 102–3 trust and 211 Newspaper Marketing Agency (NMA) organic growth 853 peripheral cues 240–2 445–6 organisational culture 392–3, 901–4 perishability 931 newspapers 485, 640, 712–13, 714–5, organisational identity 388, 899–904, permanence of messages 871 808, 824 930 permission marketing 20–1, 633–5, NFL 512 organisational purchasing 182–8 931 NHS 11, 410–12 buy task involvement (BTI) model Perrier 401, 906–7 Nicorette 852 868–9 personal digital assistants (PDA) 760 Nielsen Marketing Research 460 buyer behaviour characteristics 863, personal risks 864 Nike 401 930 personal selling 14, 21, 24–5, 26, 27, NMA (Newspaper Marketing Agency) risk categories 863–4 624, 654–5, 931 445–6 see also business-to-business benefits of, selling 681–3 NME 747 markets business-to-business markets 658, No Catch 689 organisational structures 270, 276, 660, 863, 878–9 No More Nails 338–9 393, 839–40, 856 changing channels 675–7 noise 42, 46, 930 original equipment manufacturers conative approach 155 Nokia 491, 606 (OEM) 930 evaluation 466–9 non-durable goods 930 orientation 64 integration in the promotional mix nonverbal information 62–3 OTS (opportunities to see) 814–15, 679 Northern Rock 213, 393 817 international markets 850 Norwich Union 334 outdoor media 711, 713, 720–3, 808 online 781–2 notes, communications by 49 outside-in 930 proportion of communication mix NPS (Net Promoter Score) 470 P 659–61 NTL 612–13 P&O 396 role 657–9 Nutrasweet 373 packaging 139, 372, 698–703, 849–50, sales process 661–5 O 930 strengths and weaknesses 659

O2 18, 610 Palm Pilot 513 tasks 656–7 objective and task model 425–6 Pantene 364 types 655–6 objectives 323–4 Paramount 798 see also sales forces communications 294, 325–6, partnerships 866 personal video recorders (PVR) 601, 328–32 patterns, strategies as 289, 290 719 corporate strategy role 324–6 Paul Mitchell 516 personalisation 740, 748–9 Dagmar model 328, 330–1 Pavlov’s dogs 142 personality 133–6, 205, 392–3 promotional 28, 311–12, 326–35 pay-per-click (PPC) 782, 783–5, 930 perspectives, strategies as 289, 290 public relations 573 payment by results 89–90 persuasion 9–11, 21, 41, 58, 59, sales promotions 544–5, 556 payout plans 426 233–4, 451, 490–1, 615 SMART 312, 335 PDA (personal digital assistants) 760 pharmaceutical companies 57, 848 sponsorship 603–5 pedigree direct brands 627, 930 photoblogs 791 MARC5_Z03.qxd 12/18/08 2:35 PM Page 954

954 SUBJECT INDEX

photomatics 447 predictive diallers 638 substitutes 341 physical aspects 159 predisposition to act 175 unique selling points (USP) 230–2 physical risks 170 preference sets 168 professional oriented PR 570 physiological evaluation measures Premier Foods Group 543 professional personal selling 655 451–2, 931 premiums 556, 557, 931 professional risks 864 Pila Pasak 732–4 prescribed networks 931 profile-positioning 295–7, 302–4 PIMS (Profit Impact on Market press conferences 577 profile strategies 932 Strategy) 419, 433–4, 931 press cuttings 462, 465 Profit Impact on Market Strategy pioneer advertising 931 press interviews 577–8 (PIMS) 419, 433–4, 931 pitches to clients 81, 82, 854, 931 press releases 464, 566, 570, 576, 781 profitability and loyalty 202 planned communications 443–8 pretesting 445–51, 931 programmes sponsorship 606, 610–12 planning 287–8, 297 prestige-based media 824 project teams 897 definition 296 prestige brands 363, 364 projective techniques 449–50, 932 developing plans 308 Pretty Polly 721 Promise Index 470 elements of plans 310–14 price brands 366 promotional mix 294, 313, 932 integrated marketing price loyalty 216 promotional objectives 28, 311–12, communications 270, 272–4 price-offs 556, 557 326–35 linkages 314–15 pricing 180 promotional tools 258–9 marketing communications quality and 342–3 promotions 932 planning framework (MCPF) sales promotions and 538, 546, 548 see also sales promotions 308–15, 929 primacy effects 518, 931 propaganda 41 media see media primary differentiator model 628 propinquity 243 media-neutral (MNP) 272–4 primary groups 157 Prostate Cancer Research Foundation open 274–5 print media 711, 713–17, 879–80 572 public relations objectives 573 privacy 111–12 psychoanalytical theory 131, 133–4, school 931 Privilege 509 932 strategies as plans 289, 290 prizes 553–4 psychographics 291, 827 see also strategies problem recognition 167–8, 186 public affairs 22 ploys, strategies as 289 process perspectives 931 public information model 570 podcasting 793, 931 process trust 210 public relations 14, 21–2, 25, 27, point of purchase (POP) displays processual strategies 289, 290 564–5, 624, 932 723–5 Procter & Gamble 361, 364, 798, agencies 77 politics 162–4 859–60, 903 branding and 371 Pop Tarts 343 product-based sales forces 669–70 budgets 435–6 pop-ups 776, 931 product dimension of corporate business-to-business markets 878 portals 854–5 image 399–100 cause-related marketing 573–5 portfolios, brands 360 product-oriented advertising 931 characteristics 565–7 positioning 28, 139, 294–5, 323– 4, product-oriented web sites 751 cognitive component 153 336–7, 931 production houses 932 corporate see corporate public concept 337–40 products 931 relations expressive 338, 339–40 attitude changing 152 corporate advertising 580–4 functional 338–9 benefits 347 credibility 26 internal marketing and 906 class dissociation 345–6, 931 crisis communications 584–91 managing positions 340–2 competitors’ 152–3 crisis management 463–4 profile 295–7, 302–4 counter and support arguments definition 565 pull 295 –300 238 dialogic approach 110 push 295–7, 300–2 encouraging new users 556 ethics 105 repositioning 347–8, 583–4 events 578–9 evaluation 461–5 strategies 342–7 features 342 events 578–9 positions, strategies as 289 involvement 52–3 expenditure 74 post-purchase evaluation 168 knowledge 514 framework 569–71 post-testing 453–7, 466, 931 lifecycles 931 integration in communications mix posters 720–3 lines 931 592 power 873–4 mix 931 internal 567 power of impact 823 new product launches 556, 582 international 849 PPC see pay-per-click placements 692–5, 932 Internet crises 589–91 practical approaches, financial seasonal 234 investor relations 567–8 resources 423–5 specification 186 lobbying 580 MARC5_Z03.qxd 12/18/08 2:35 PM Page 955

SUBJECT INDEX 955

public relations (continued) R social penetration theory 205–6 marketing public relations 464–5, RAC 650–1 sponsorship and 606–7 572–3 radio 56, 642, 713, 717–18, 720, 808 theoretical concepts 204–7 marketing relationship 87–8 radio frequency identification (RFID) value concept 197–8 media relations 568, 576–9 760–1 see also loyalty methods 575–6 Radion 491 relationship risks 864 models 569–71 Ralph Lauren 177 relationships 9, 12, 81, 85–9, 242–4, monologic approach 110 rational model of strategy 289 750, 864–7 online 780–1 RBS 327 relative costs 821 plans, objectives 573 reach 813–15, 817, 932 religion 843 publicity 570, 578–9 readability tests 449 remuneration of agencies 89–90, 263 publics 567–9 really simple syndication (RSS) 793, repeat purchases 181 relationship management and 933 reports, communications by 49 571–2 realms of understanding 46–7, 932 repositioning 347–8, 583–4 stakeholders 567–9 reasoned action theory 149–50, 934 reputation 211, 303, 400–1, 574–5 techniques 575–6 reasoning 145, 932 research and evaluation 28 technology and 567 reassurance 9–11, 137, 235 research nirvana 445 truth-telling and 109–10 rebates 556, 557 resellers 460, 932 publicity 22, 570, 578–9 recall tests 453–4, 932 resources 28, 313, 853 publics 567–9 receivers 41, 242, 932 see also financial resources puffery 107–8 receiving messages 29, 31, 44 respect for persons 111–12 pull-positioning 295–300, 932 recency effects 518, 932 response curves 422–3 pulsing patterns 828 recency planning 817–18, 932 response view of involvement 175 pupil dilation 452 recency tests 455 responses 17–18, 62–3 purchase situations 158–9 reciprocity 63 responsiveness 63 purchasing decisions 32, 166–7, 294 recognition tests 455–7, 932 retail media centres 725 buyer behaviour characteristics recruitment 463, 582 retailers 932–3 863 recycling 63 retention strategies 202–4, 213–15, car purchase 660 Red 502–3 549–52 consumers 178–81 Red Bull 22, 132–3 retrieval 933 general buying process 167–8 referral marketing 789 reward systems 118 hedonic consumption 177–8 refunds 556, 557 RFID (radio frequency identification) impact on marketing Reggae Reggae Sauce 222–3 760–1 communications 181–2 regulation 120–2, 844 Ribena 558 innovation-based 54, 58–60 rehearsals 932 rich media ads 776 involvement theory 173–8 REI 745 Rimmel 511 organisational 182–8 reinforcement 9–11, 131, 493, 932 risks 243 perceived risks 170–3 relational bonds 932 categories 863–4 repeat purchases 181 relational communication 63–5 perceived 170–3 subsequent purchase activity relational dimension of corporate reduction methods 173 180–1 image 399–100 Ritz Carlton Hotel Group 347 types 168–70 relational exchanges 8–9 Rolex 356–7 unifying models 189 relationship cost theory 202 Rolls-Royce 373, 916–19 see also involvement relationship management 571–2 Ronseal 51, 231 Pure and Simple Fashions 124–51 see also customers: relationship Rossendale Leisure Trust 317 push-positioning 295–7, 300–2, management Rossiter–Percy grid 497–8, 933 932 relationship marketing 196–7, 932 routinised response behaviour (RRB) PVR (personal video recorders) 601, building marketing relationships 169–70, 933 719 207–8 Royal Mail 398, 418–19 Q development of 198–201 RRB (routinised response behaviour) QinetiQ 348, 903 ethics 109 169–70, 933 QR (quick response) codes 740–1, integrated marketing RSS 793, 933 932 communications and 277–8 Rugby World Cup 609–10 quality of communication 874–5 marketing communications role in S quantitative approaches, financial 217–20 Saab 346 resources 425–6 related concepts 209–17 Saatchi & Saatchi 78–9, 86 quick response (QR) codes 740–1, retention principles 202–4 sabotage 728 932 social exchange theory 204–5 sailing sponsorship 604 MARC5_Z03.qxd 12/18/08 2:35 PM Page 956

956 SUBJECT INDEX

Sainsbury’s 143, 261–2, 299, 301, 327, joint promotions 555 failures 933 509, 549, 699, 909 leaflets 558 mix 933 salad cream 568 loyalty programmes 549–52 processes 933 sales manufacturer promotions 459–60, quality 933 advertising framework 490 555–7 recovery 933 advertising-to-sales ratios 427 methods 555–7 risks 864 channels see channel networks objectives 544–5, 556 SERVQUAL 933 field marketing 696 online 777–8 sexual attraction 136–7, 522 potential 933 overview of operation of 545–50 shape of packaging 700 processes 661–5 premiums 556, 557 share of market (SOM) 428–30, 431 related objectives 324, 326–8 price-offs 556, 557 share of voice (SOV) 427–30, 431, 933 tests 456–7 reasons for using 540 shelf-space competition 543–4, 556 sales executives 882–3 refunds and rebates 556, 557 Shell 388–9, 405–6 sales forces reseller promotions 460 shock strategies 115–16, 487–9, 933 automation 676–7 retention programmes 549–52 shopping products 933 budgets 417, 436 role 542–4 short message services (SMS) 739–40, direct marketing support 644–5 sampling 556, 557 787 dress codes 664 shelf-space competition 556 short-term memory 933 ethics 106–7, 118 strategic use 552–5 short-termism 542 evaluation 468–9 sweepstakes 556, 557 signals 41 field marketing and 696 techniques 555–7 Signature 357 future role 677–9 value 538–41 significance of products 660 geographic-based 668–9 salespersons, evaluation 467–8 significant value 244–7, 459, 933 in international markets 850 salience advertising 491–2, 933 Simpsons Movie, The 578–9 key accounts 882, 883 salon brands 516 simulated market tests 456–7 management 665–7 Salvation Army 476–8 single-source data 457, 466 market-based 670–1 SAM (strategic account management) SIT (social influence theory) 809 message control 658–9 881–6 situational influences 157–9 organisation 665–7 sampling 556, 557, 696, 778, 933 six markets model 933 product-based 669–70 Samsung 491, 614 sizes shape 671–2 satisfaction-loyalty curve 811 packaging 700–1 size 668–72 sausages 201 sales forces 668–72 structure 668–71 scheduling 313, 807, 827–9 target audiences 26 technology and 676–7 Scottish Widows 521 sketchblogs 791 territory design 673–5 search engines 933 Ski Rossendale 317–21 training 43 marketing (SEM) 782–5, 933 Skittles 798 truth-telling 106–7 optimisation (SEO) 782–3, 785 sleeper effects 512 see also personal selling seasonal products 234 slice-of-life advertising 518–19 sales orientation 331 secondary groups 157 smart cards 549 sales promotions 14, 21, 26, 27, security, online 211–13 smart devices 761 537–8, 624, 933 segment marketing 749 SMART objectives 312, 335, 933 agencies 77 segmentation 290–3 SMS (short message services) 739–40, allowances to trade customers 556, selection of stimuli 136–7 787 557 self construal 514 social class 157 b2b markets 878 self-involvement 53 social enterprises 933 behaviour change and 232, 545 self-regulation 121 social exchange theory 204–5, 934 bonus packs 556, 557 SEM (search engine marketing) social identity 388, 933 brochures 558 782–5, 933 social influence theory (SIT) 809 budgets 435 semiotics 664 social networks 796–9 character licensing 558 sensitivity analysis 426 social penetration theory 64, 205–6, competitive promotions 553 Sensodyne 346 934 conative approach 155 sensory storage 144, 933 social pressures 13–14 contests 556, 557 SEO (search engine optimisation) social responsibility 110 costs 543–4, 548 782–3, 785 social risks 170–1, 173 coupons 461, 552, 556, 557, sequential models 235–7 social surroundings 159 560–2 services 933 software systems 83 evaluation 459–61 attitude changing 152 Solvite 338 expenditure 73–4 encounters 933 SOM (share of market) 428–30, 431 MARC5_Z03.qxd 12/18/08 2:35 PM Page 957

SUBJECT INDEX 957

Sony 61, 450, 791 strategic context 229–30 symbolic positioning 338, 339–40 Sony Ericsson 491 strategic credibility 907–10, 934 symbolism 934 SOSTAC model 310 strategic identity 388 symbols 395, 842 source credibility 934 strategic school 934 symmetric PR model 570 source of messages 42–3, 507, 823–9 strategies 287–8, 293–4 systemic strategies 289, 290 source-oriented thoughts 238 3Ps 295–7 systems theory 27–8, 65 SOV see share of voice advertising 495–8 T speakers 41 audiences 294 tachistoscopes 452 special reports, communications by 49 balance in 304–5 tactics speciality products 934 branding role 366–9 advertising 524–9 specific issue tests 455 corporate 288, 324–6 see also planning; strategies speed 749–50 corporate identity and 392–3, TalkTalk 910 speed of response 62–3 403–7 TAM (technology acceptance model) spokespeople 43, 509–12 definition 296 809–10 sponsorship 22, 375, 599–600, 934 integration 261 Tango 358 agencies 77 Internet 305–8 target audiences see audiences arts 612–14 market segmentation 290–3 targeting 33, 832–3 evaluation 466 multinational 840 taste 113–16 growth and development 601–3 positioning see positioning Tasu 95–6 international 850–1 profile 295–7, 302–4 taxi drivers 58 Internet 306 pull 295–300, 932 team selling 675–6 objectives 603–5 push 295–7, 300–2, 932 technical risks 864 operation of 605–6 sales promotions 552–5 technology programmes 610–12 understanding 288–90 acceptance model (TAM) 809–10 role in communication mix 614–16 see also planning databases 632–3 sports see sports sponsorship street furniture 722 direct marketing and 630–2 theoretical aspects 606–8 strong theory of advertising 492–3, integration 262–3 types 608–14 934 multichannel marketing 645–8s sports sponsorship 602, 609–10, 612, structures 269–70 multimedia 691 618–20 messages 516–18 and public relations 567 stable exchange 644 organisations 270, 276, 393, sales forces and 676–7 staff development programmes 271 839–40, 856 see also information systems and stages theory 934 sub-cultures 156–9 technology; Internet stakeholders 13, 17, 897 subjective norms 934 telemarketing 636–8, 644, 877, 934 communities 568–9 subnotebook computers 95–6 teleological approach to ethics 102–3, corporate communication 302–4 subsequent purchase activity 104 crisis management and 590–1 180–1 telephone communications 49 customers 568 substitute products 341 TeleTrax 465 employees 567 sugging 107 television 56, 711, 713, 718–19, 808 ethics and 103–4 Sula Vineyards 372 audience measurements 821 financial groups 567–8 Sunday Times 172, 712–13 channel grazing 814 public relations 567–9 superbikes 618–20 direct marketing 642 standardisation policies 846–9 superego 133 direct response television 729 Starburst 798 supermarkets 261–2 interaction 513 states theory 934 supervisory systems 118 interactive 743–4 stealth marketing 788 suppliers 186–7, 270 licences 646–7 Stella Artois 343, 344 supply chains 934 programme sponsorship 610–12 stereotyping 11, 113–14, 138–9 support activities 934 trust 209 stewardship 398 support networks 572 viewer usage patterns 818–19 stimuli, organisation of 137–8 Sure 517 temporary price reductions (TPR) stimulus-response model 662 surrealism 523–4 546, 548 stock monitoring 457 sustainability 110 territory design 673–5 store loyalty 159 Sustainabilitylive! 704–6 Tesco 144, 170, 299, 301, 361, 549, storyboards 447, 934 sweepstakes 556, 557, 934 551, 553–4, 633, 725, 746 straight rebuy 934 switching test marketing 934 strategic account management (SAM) behaviour 809–11 testing see evaluation 881–6 costs 934 Tetra Pak 63 strategic capabilities 908–9 SWOT analysis 310 texting 787 MARC5_Z03.qxd 12/18/08 2:35 PM Page 958

958 SUBJECT INDEX

theatre tests 451, 934 two-way communication 243–4 volume 52 theoretical approaches, financial two-way PR models 570 Volvic 699 resources 422–3 Typhoo 11 Volvo 398 thisisthelife.com 16–17 U vouchers see coupons Thomas Sanderson 625 ubiquity 740 vulnerable groups 111 Thorntons 724 UBS 208, 812–13 W Threshers 43 UCG (user-generated-content) Waitrose 301, 910 through-the-line communication 20 512–1 Walkers Crisps 143, 242, 545–6 Tiger Beer 421 uncontrollable budget criteria 435 wants and needs 12 Tigi 516 understanding, realms of 46–7, 932 WAP (wireless application protocol) time 159 unifying models of buyer decision- 739 time risks 170, 171, 173 making 189 Wash & Go 343 Time-Warner 845 Unilever 361, 513, 702 washing powders 701–2 Timex 87 unique selling points (USP) 230–2 watch manufacturers 602 tipping points 788 usage positioning 343 water 574–5 title tags 783 usage situations 157–8 Waterstones 748 TiVo 601, 719 user-generated-content (UGC) WAYN 763–4 TNT Express 682–3 512–1 WCRS 85 tobacco 266, 852 user organisations 935 weak theory of advertising 493–5 Toblerone 700 users 184, 935 wear-out 145–6 toilet tissue 265 USP (unique selling points) 230–2 web logs 791–22 Toni & Guy 516 utilitarianism 101 web sites see Internet toothpaste 232, 291–2 V Weetabix 440, 719 Topshop 511 valence 52 Whiskas 147 Total Recall 454 value 197–8, 935 white papers 781 tourism 251–2 added 367–8 Wi-Fi 760 Tourism Ireland 690, 792 chains 935 Wickes 81 Toyota 609, 611 perceived 199 widgets 790, 801–3, 935 TPR (temporary price reductions) sales promotions 538–41 wiki 935 546, 548 significant 244–7, 459 wireless application protocol (WAP) tracking studies 457–8, 465 values and culture 843–5 739 trade shows 687–92, 850 variability 935 wireless networking 760 training 43, 271 VBC (virtual brand communities) WoM see word-of-mouth trait theory 134–6 376, 935 communications transactional exchanges 8–9, 934 Velvet 265 women transactional marketing 199–200, video conferencing 744, 781 magazines 502–3 276–7 video online 776–7 portrayal in the media 11, 113–14 transactional selling 675 viral marketing 52, 489, 788–90, 935 word-of-mouth communications 24, transformation 449 Virgin 361 51–8, 67–8, 489, 787–8, 935 transformational motives, advertising Virgin Atlantic 549–50, 910 work patterns 842 524–9 Virgin Group 910 workloads 671–2, 935 transit advertising 722–3, 808 Virgin Media 499 World Golf Village 347–8 transnational organisations 839–40 virtual brand communities (VBC) WPP 78–9, 854 Transparency International 116 376, 935 written communication 49 transparent personalisation 749 virtual communities 794–9 WWF 574–5 transport advertising 722–3, 808 virtues approach to ethics 102 Y Triumph 788 Visa 616, 825 Yahoo! 784 Tropicana 158, 525 vision 325 Yellow Pages 491, 521, 717 trust 209–12, 566, 626, 866, 935 visitor behaviour, web sites 756–82 young people and electoral politics truth-telling 106–10 visual identity 388, 394 162–4 Tudor 357 visual school 935 YouTube 513 TVS 191–4 vlogs 791 Z Twinings 240–1 Vodafone 393, 509, 609, 908 ZenithOptimedia 819 two-sided messages 517–18 voice, share of (SOV) 427–30, 431 Zoom 747 two-step model 49–50, 62, 935 Volkswagen 614 ZSL London Zoo 260, 755