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Marketing Communications
Chris Fill Barbara Jamieson

MM-A1-engb 2/2011 (1039)

This course text is part of the learning content for this Edinburgh Business School course. In addition to this printed course text, you should also have access to the course website in this subject, which will provide you with more learning content, the Profiler software and past examination questions and answers. The content of this course text is updated from time to time, and all changes are reflected in the version of the text that appears on the accompanying website at http://coursewebsites.ebsglobal.net/. Most updates are minor, and examination questions will avoid any new or significantly altered material for two years following publication of the relevant material on the website. You can check the version of the course text via the version release number to be found on the front page of the text, and compare this to the version number of the latest PDF version of the text on the website. If you are studying this course as part of a tutored programme, you should contact your Centre for further information on any changes. Full terms and conditions that apply to students on any of the Edinburgh Business School courses are available on the website www.ebsglobal.net, and should have been notified to you either by Edinburgh Business School or by the centre or regional partner through whom you purchased your course. If this is not the case, please contact Edinburgh Business School at the address below: Edinburgh Business School Heriot-Watt University Edinburgh EH14 4AS United Kingdom Tel + 44 (0) 131 451 3090 Fax + 44 (0) 131 451 3002 Email enquiries@ebs.hw.ac.uk Website www.ebsglobal.net

Marketing Communications
Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is also the Senior Examiner for the Marketing Communications module offered by the Chartered Institute of Marketing on the Professional Diploma Programme, in



References: Andersson, (1992) Analysing distribution channel dynamics. European Journal of Marketing, 26(2), 47–68. Bagozzi, R. (1978) Marketing as exchange: a theory of transactions in the marketplace. American Behavioral Science, 21(4), 257–61. Balmer, J.M.T. and Gray, E.R. (2003) Corporate brands: what are they? What of them? European Journal of Marketing, 37(7/8), 972–97. Bowersox, D. and Morash, E. (1989) The integration of marketing flows in channels of distribution. European Journal of Marketing, 23, 2. Brougaletta, Y. (1985) What business-to-business advertisers can learn from consumer advertisers. Journal of Advertising Research, 25(3), 8–9. Dwyer, R., Schurr, and Oh, S. (1987) Developing buyer–seller relationships. Journal of Marketing, 51 (April), 11–27. Gilliland, D.I. and Johnston, W.J. (1997) Toward a model of business-to-business marketing communications effects. Industrial Marketing Management, 26, 15–29. Goldhaber, G.M. (1986) Organisational Communication. Dubuque, IA: W.C. Brown. Gray, R. (2004) Why the fatboys slimmed. Marketing, 25 August, 14. Gronroos, C. (2004) The relationship marketing process: communication, interaction, dialogue, value. Journal of Business and Industrial Marketing, 19(2), 99–113. Houston, F. and Gassenheimer, J. (1987) Marketing and exchange. Journal of Marketing, 51 (October), 3–18. Katz, D. and Kahn, R.L. (1978) The Social Psychology of Organisations, 2nd edn. New York: Wiley. Lloyd, J. (1997) Cut your rep free. Pharmaceutical Marketing (September), 30–2. McCarthy, E.J. (1960) Basic Marketing: A Managerial Approach. Homewood, IL: Irwin. Mexican Statement (1978) The Place of Public Relations in Management Education. Public Relations Education Trust, June. Mohr, J. and Nevin, J. (1990) Communication strategies in marketing channels. Journal of Marketing (October), 36–51. Stern, L. and El-Ansary, A. (1995) Marketing Channels, 5th edn. Englewood Cliffs, NJ: Prentice Hall. Sweeney, M. (2004) Sector insight: bottled water – beyond the functional. Marketing. Retrieved 18 August 2004 from Brand Republic at http://www.brandrepublic.com Waller, R. (1996) BBC Radio 4 Today programme, 29 July. Whitehead, J. (2004) Crisis uses real-life stories as inspiration for ad campaign. Retrieved 19 November 2004 from Brand Republic at http://www.brandrepublic.com/ Marketing Communications Edinburgh Business School 1/29

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