Marketing Communications

Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- List of Figures -- List of Tables -- About the Authors -- 1 Marketing Communications as a Strategic Marketing Tool -- Introduction -- Retailer Influence, Product, Services, Business-To-Business and Social Marketing -- Retail Marketing Mix (Including the Rise of Online Conglomerates) -- Social Marketing -- Services -- Business to Business -- Integration -- Environmental Turbulence: The Effect of New Media Forms -- Changes to Marketing Communications Over Time -- Barriers to Successful Integration of Marketing Communications Elements -- Summary -- Review Questions -- Recommended Reading -- Case Study 1.1: Graduates Yorkshire Recruitment -- Notes -- 2 Introducing Communication -- Introduction -- What is Communication? -- How Does Communication Work? -- Communication in a Mass Market -- Messages, Media and Marketing Communications: Getting it Right -- Identifying the Right Target Market(s) At Every Level -- Undifferentiated Message/ Undifferentiated Medium -- Differentiated Message/ Undifferentiated Medium -- Undifferentiated Message/ Differentiated Medium -- Differentiated Message/ Differentiated Medium -- Markets: More than Just Consumers and Customers! -- Crossing Borders -- Getting the Target Market's Attention -- Using Reference Groups to Gain Attention -- Overcoming Cognitive Dissonance -- Creating Messages that Mean Something -- Decoding the Concept of "Codes" -- Consumers as Co-producers of Meaning -- Noise as a Disruptor of Communication -- Does "Digital" Really Change Things? -- Summary -- Review Questions -- Recommended Reading -- Case Study 2.1: Growing Food Glorious Food -- Notes -- 3 Ethical Issues and Current Challenges -- Introduction -- Sectors Generating High Levels of Ethical Concerns -- Marketing Communications and Children -- Alcohol, Tobacco and Gambling.