Index 811
Communications:
see alsoAdvertising; Messages
cause-related marketing, 684–5
consumer behaviour, 120, 121,
136–7
corporate branding, 374
counter-synergy, 437
customer marketing database, 580
e-marketing, 638, 641, 642, 655, 660,
661
green marketing, 748, 749
integrated marketing
communications (IMC), 308,
395–418, 419, 422
agencies, 426, 467
barriers to, 413–14
benefits, 407–8
definition, 397–400
external factors, 400–4
green marketing, 749
growth of, 404–5
international dimensions, 415–16
organizational approaches,
410–13
sales promotion, 480
internal, 375, 551, 552, 554, 555
investment in, 309–10
marketing mix, 288, 289
non-verbal, 403
relationship marketing, 406–7
sales promotion, 471–2
salespeople, 362
SMEs, 767–8
social marketing, 716, 718
strategy, 308–9, 396–7, 545
sustainable, 748
Communism, 10
Compact model, 153
Company orientation, 147, 148, 155
Company size:
competitive advantage, 101
organizational buying, 147, 155
planning formalization, 98–9
retailing, 776
segmentation, 106
SMEs, 758
Compaq, 462
Comparative rating scales, 187
Compensation, 405
Competencies, 487, 768–70, 771, 773
see alsoSkills
Competition, 3, 10, 54, 405, 531, 537
see alsoCompetitive advantage
3Cs marketing strategy, 56–7
Alpine/Germanic, 10–11
Anglo-Saxon, 10, 11
brand, 389
competitor analysis, 57, 511, 527,
528, 645
cycles of, 81
direct marketing, 584
distribution, 310
e-marketing, 642, 645, 653, 657, 666
e-tailing, 803, 804
evolutionary ecology, 61, 62, 63–4,
65–6
external ratios, 428
first-to-market, 321
five forces, 60
game theory, 62–3, 64–5
green marketing, 733
Hotelling model, 66
hyper-competition, 397
imperfect, 5, 10, 14
international, 102, 405, 612, 613,
614, 631
market initiators, 128
market segmentation, 67–8, 69
marketing audit, 92
marketing expenditure, 520
marketing planning guidelines, 104,
105
non-price, 778
perfect, 510
portfolio analysis, 106
price, 5, 305–6, 344, 345, 347, 405,
624
shareholder value, 518–19
social marketing, 703, 707–8
spatial, 66, 68, 70, 81
strategy, 55–8, 61–2, 77
through capabilities, 487–90
time-based, 498–9
Competition Commission, 791, 793
Competitions, 463, 464, 467, 468,
471–2, 479, 679
Competitive advantage, 61, 76, 485,
533
see alsoCompetition
communications, 407
Dell Computers, 500
differential advantage period, 298
distinctive competencies, 487
distribution, 310
e-marketing, 654
emotional values, 372
erosion of, 397
flat organization, 78
green marketing, 735–6, 738, 747,
749
indirect distribution, 525
international marketing, 611, 612,
621, 629–30
market attractiveness, 288
market segmentation, 249
positioning, 278–80
price value, 350
relationship marketing, 34
shareholder value, 504
SMEs, 767
strategic marketing planning, 87,
101, 103, 115–16
sustainable, 61, 504, 505, 509–13,
517, 522, 527value creation, 490
Complaints, 785–6
Complex buying behaviour, 133, 134,
135
Complex multidisciplinary models,
153–60
Complexity, 70, 78, 197
Complicity, 78
Compromise effect, 68
Computer models, 213
Computers:
see alsoInformation technology;
Internet; Software
expert systems, 198, 218–19, 226,
229, 241
legacy systems, 581
Computers for Schools, 301, 676, 678,
686–7
Concept development, 319–20, 324
Concept engineering, 327
Concept testing, 319–20, 327, 328
Concessions, 801
Conclusive research, 173–4
Conflict, 155
Confusion, 110, 112
Conjoint analysis, 203–4, 207, 327
Constant sum rating scales, 188
Construction Plus, 654
Consumer marketing seeDirect
marketing
Consumer-orientation, 120, 121, 138,
397, 699
Consumers:
see alsoCustomers
brand values, 298–301, 401
cause-related marketing, 675, 680,
691, 692
consumer-issues media coverage,
404
decision-making, 119–41
cognitive style, 125, 127–32,
133–8
decision process, 121–5, 138
involvement, 119, 125–7, 130–6,
137, 138
discerning, 400–1
environmental awareness, 402, 405
expectations, 171
four Cs, 405–6
green marketing, 736–8
information overload, 400
integrated marketing
communications, 399, 414–15
marketing orientation, 8
measuring response to products,
185
media selection, 402
postmodern, 19, 21–2, 28
preferences, 203
price perceptions, 401
privacy, 47
protests, 671–3, 675, 690, 731