The Marketing Book 5th Edition

Index 819

price analyses, 344
systems, 493
Tesco Computers for Schools
programme, 686, 687
Innovation, 5, 407, 488, 524, 672, 691
commercial success, 101
competitive advantage, 512–13
consumer involvement, 125–7
economic, 81
green marketing, 735
interaction approach, 161
internal marketing, 551
Kirton Adaption–Innovation
Inventory, 128, 129
launch strategy, 322
new product development, 316, 318
participative structures, 335
R&D, 6
SMEs, 772, 773
supplier, 333
technological, 171
venture marketing organization,
543
Innovators, 128, 129–30, 131, 132, 133,
134–8
see alsoEarly adopters
Internet, 421
market segmentation, 255
product launches, 322
Inseparability, 589–90, 594, 596, 599,
600–1, 602
Institute of Practitioners in
Advertising (IPA), 436, 443, 444,
446, 450
Institute of Public Relations, 422
Institute of Sales Promotion (ISP),
443, 477
Institutional economics, 38, 39
Insurance, 617
Intangibility of services, 585, 588–9,
594–5, 598, 599, 602, 605
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
Integration:
achieving, 409–10
barriers to, 413–14
brand building, 383
CRM/SCM, 485–503
e-marketing, 641–2, 647, 651, 656,
661, 663
economic, 613, 629
functional, 411, 488, 743, 746

green marketing, 743, 746

new product development, 329,

331, 333–4, 338

multichannel, 492–3

organizational, 540–1

Integrity, 656

Intel, 329, 519

Intellectual capital, 532

Intellectual property rights, 625

Intentions, 121, 123–4, 127

Interaction, 144, 158–65, 572–3, 574,

629–30

agencies, 408

e-marketing, 656, 661

human, 774

marketing variables, 197

relationship marketing, 12–13, 34,

35–6, 37

Interactive marketing, 573–80

Interactivity:

e-marketing, 641, 650, 664

promotions, 468, 469

Interdependence, 194, 198, 542

Intermediaries, 362, 495, 500

e-marketing, 645

retailers, 57

sales promotion, 460, 464, 473, 480

services marketing, 603

SMEs, 763

social marketing, 716–17

Internal audit/analysis, 92, 645–8

Internal branding, 374, 390–1

Internal marketing, 34, 35, 532, 533,

550–6, 557, 558

Internal partnerships, 40

Internal ratios, 428

International Corporate Identity

Group, 380

International marketing, 610–36, 787

see alsoGlobal marketing

change, 611–13

domestic marketing comparison,

621–6

driving forces, 610–18

operationalization, 627–9

organizational buying, 158

risk, 615–18

situational analysis, 618–21

International Marketing and

Purchasing (IMP) Group, 34, 35,

44, 46, 142, 146, 158

Internationalization, 102, 611, 612,

613, 631, 671

interaction approach, 160

retailing, 799–801

sales operations, 360

Internet, 321, 531, 620, 672

see alsoE-mail; E-marketing;

Websites

access, 644

advertising, 420–2, 424

banking, 630

Dell Computers, 500

direct marketing, 566–7

dot.com ‘bust’, 289

e-CRM, 581

e-tailing, 802–4

effect on sales operations, 362–3

interactive marketing, 573–6

interest groups, 744

market research, 176, 178

online price comparison, 354, 356

product delivery, 308

relationship marketing, 165

sales, 89–90

sales promotion, 468, 469, 479

search costs, 353

SMEs, 774

switching costs, 354–5

Internet User Profile 2000, 421

Internet Value Proposition (IVP), 655,

661

Interorganizational marketing, 11–14,

34

Interval scales, 186

Interviews, 173, 177–8, 182–3, 327

Intimacy, 308

Intranets, 542, 638

Inventory management, 237, 355,

496–7

Investment:

brand, 521–2

communications, 309–10

competitive advantage, 510, 511–13

development/maintenance

expenditure, 514

e-marketing, 662, 666

ethical, 730, 732

international marketing, 611

R&D, 9

reducing, 296–7, 298, 311

shareholder value, 507

value-based marketing, 292–3

Invisible hand, 77

Involvement, 119, 122, 125–7, 130–6,

137, 138

brand image, 381–2

services, 596, 603

social marketing, 703, 706–7

IOseeIndustrial Organization

economics

IPA seeInstitute of Practitioners in

Advertising

ISBAseeIncorporated Society of

British Advertisers

ISO standards, 625, 631

ISPseeInstitute of Sales Promotion

ITseeInformation technology

IVPseeInternet Value Proposition

Jackson, Michael, 23

Jacob’s, 477, 480

Jacobs, B., 434