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Index 203

Likert scale, 189 message content, 114
line extension, 189 micro environment, 191
line function, 135, 189 MIIS (Management Intelligence and
Lippmann,W., 34 Information System), 191
logo, 189 Mindak,W., 38, 148
low cost competitive strategy, 111, 117, 189 Mintzberg, H., 96, 99
mission, 24, 25, 70, 191
McDonalds, 39 mission statements, 111, 191
macro environment, 190 Mitchell, R.K., 107
management see communications management; monolithic identity, 72–3, 74, 139, 191
executive/senior management muckrakers, 34–5
management communications, 21, 190 multinational corporations, 139, 140–1, 192
management function, corporate
communications as, 21–3, 47, 100, Nelson, R.A., 164–5
101–2, 178–9 neo-classical economic theory, 58, 192
management perspective, 19–20 input-output model, 58–9, 60, 68
management theory, 16, 17–18 networking platforms, 144
managerial discipline, public relations as, 35,37 NGO (non-governmental organization), 192
managerial framework for communications, 47 niche marketing, 192
market analysis, 106–7 Nissan, 76
market development, 190 non-verbal communications, 192
market orientation, 37, 190 normative justification, 60–1
market penetration, 190
market research, 190 objectives, 24, 25, 110, 113, 185, 192
market segmentation, 190 occupation, 164, 192
market share, 190 occupational status, 163
market stakes, 61–2, 107, 187 Ohl, C.M., 163
market structure, 190 Olasky, M.N., 48
market-based drivers for integration, 42–4 Olins,W., 70–1
marketing, 190 open communications, 144
distinct from public relations, 38 operational management, 22, 97
IMC, 15, 41, 47 Orange, 101–2, 104–5, 112
integration with public relations, 36, 38, 41–6 organization of communications
professional development of, 35–6, 37–8 centralization of disciplines, 45, 46,
public relations complementary to, 38–41 127–8, 133–6, 139, 150
in public sector organizations, 141–2 challenges for, 179
Wal-Mart’s strategy, 116–18 division of disciplines, 127
marketing audits, 190 horizontal structure, 128–31, 142–7
marketing communications, 191 key steps, 150–2
marketing concept, 191 marketing separate from, 133–6
marketing departments, 133–6 and organization size, 149
marketing mix, 191 perspectives on, 126–31
marketing objectives, 191 theories of structure, 147–50
marketing public relations, 39, 191 vertical structure, 128–31, 132–42
marketing strategy, 191 organization-environment analysis, 105–6, 192
markets, 24, 26, 38, 190 organizational arrangements
matrix structure, 131, 191 for strategic action, 115
Mazur, L., 136, 170 to support practitioners, 121
MBA (Master of Business Administration), 191 organizational drivers for integration, 42, 44–5
media, 191 organizational identity, 192
as secondary stakeholders, 62 and corporate identity, 69–72
media coverage, 191 drawing out, 73–8
media planning, 46, 114–15, 191 and strategic intent, 111
media relations, 191 Osborne, J., 138
media schedule, 191 OTH (opportunities to hear), 192
merchandising, 191 OTS (opportunities to see), 192