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In this paper, we will discuss the book “Marketing in Context” by Chris Hackley. A brief review of the book will be provided along with detailed notes on the part of the book that relates to “Marketing as Communication”. The concept provided in the chapter “Marketing as Communication” will be analyzed and compared with other books and journal articles to find out the relevance of the concepts provided in it. The main concepts in the chapter will be discussed o enhance our knowledge about the concepts and explanation will be done with the help of examples.
The book “Marketing in Context: Setting the Scene” by Chris Hackley is an informative book which discusses different concepts of marketing. The different concepts of marketing are differentiated through different chapters that provide essential knowledge to the readers of the book. The book is widely taught to the marketing students so that they can gain knowledge about the concepts of marketing and find guidance when they enter in their working field. The book discusses various things that a marketing student must know before starting his professional career.
Initially, the author of the book talks about different opinion of people related to marketing and how people use it. He claims that everyone has their concepts about marketing and applies different concepts to market their product. It is affirmative that people cannot market every product with the same concepts. The concepts of marketing change with a change in cultures, values, etc. A person must have the knowledge about the concepts and then apply such concepts with a blend of demographics their focus to cater. Everything and anything that comes in the scope of marketing is defined as the marketing context by the author. Hackley in the first chapter “Setting the market scene” discusses about how the different marketing firms or teams market their products. It is mentioned in the book that the marketing team will not be able to able to market their product well unless they try to set a market scene. If a market scene is created by the marketers then, it is easy for them to sell their products. The author has explained the setting of marketing scene with the help of an example which clarifies the concept of the marketing scene and how the marketing can be more effective by following such steps (Hackley, 2013).
The way to communicate to a mass audience it also discussed in this book. The platforms that are used to market especially the social media is also discussed in the book that the companies can avail various opportunities to market their products. Many organizations wait for an event to happen and then use their creativity to market their product so that they can gain attention of many people. Ideologies of different people towards marketing are also discussed with the help of examples. The author has explained various ideologies of people towards marketing. Examples from movies have also been taken so that the readers of the book can relate to the concepts discussed in the book easily. Ideology of the marketers and the people has been discussed to give a brief about the views of people. As the views of the people differ as the demographic changes, the ideologies also change. It is necessary for the marketers to analyze the ideologies of the people then market the product that satisfies the needs of the people belonging to such ideologies (Hackley, 2013).
The ideologies have been discussed thoroughly in this book as the ideology of marketing related to the space is also a part of this book. All the places can be utilized for marketing that will help the marketers to market their product. The concept of ideologies of space is discussed with the help of various examples. The examples have made it easier for us to understand the concept of the ideology of space as used in this book are realistic and gives a clear view about the ideologies of space. Similarly, marketing ideology and social policy is also discussed by the author to give the readers a clear view about these concepts. The book further discusses the marketing ideology and the social policies related to it. It is mentioned that there are different ideologies of the people and the marketers have to think according to the ideology of the people in order to gather their attention. The author discusses in his book that the ideologies are different and to market products the marketers must follow such marketing pattern that are related to their ideology. The social policies must also be observed while marketing products as some ideologies are totally against of some particular things which are appreciated by some ideologies (Fill, 2002).
Hackley in his book “Marketing in Context” has also provided its readers with the concept of Consumer agency and brand culture. He has focused more on the brands as he gives the view that a brand is bigger than the product. Good brand name can make buyers purchase the product, and the product is more likely to be a success. It can never be said that any product under a good brand name will be a success as the author has given many examples of failed product by famous brands. Example of Kit-Kat is also mentioned in the book as it mentioned that different flavors of Kit-Kat were introduced in the market, and they failed. In addition to it, the concept of brand goodwill is also delivered as many multinational companies purchase a big brand and sell them under their patents. These MNC’s pay a big amount as brand goodwill and are much interested in acquiring the brand rather than the factories in which such brands are made (Onkvisit & Shaw, 2009).
At last, the author has discussed contextual and conceptual marketing which he has described it through many examples. The culture of marketing is also discussed which determines how companies can and should market. Examples of big brands are also given to explain how these brands market and what is the impact of marketing on their products. Consumer culture is also discussed to provide information about the ways to treat the consumers of different cultures. The author has also linked marketing with managerialism and considers it to be the essential part of marketing (Brenkert, 2008).
“Marketing as Communication” is a wide area about which the author has discussed in his book. We will discuss the concepts mentioned related to this topic and find its relevance by comparing it with the work of other authors. By discussing this topic, we will understand the concept of communications in marketing and its importance (Onkvisit & Shaw, 2009).
In this chapter, the author has given two examples to clarify the meaning of communication in marketing. The example of Oreo and Super Bowl 2013 are discussed as to how some companies used these platforms to market their product and the success they achieved by doing so. The author explained through the examples of making an opportunity and losing it. Almost 108 million viewers were reportedly watching the Super Bowl 2013 and were not happy with a half an hour advertisement. Mercedes-Benz ads were played many times, and the people were not very happy to watch it as the game was stopped. Mercedes-Benz was not able to advertise their product and Super Bowl also lost several viewers that were a loss for both. On the other hand, Oreo communicated their product well through the medium of Social Media, which was admired by many followers. Oreo tweeted “Power Out? No problem” with a line underneath it saying “You can still dunk in the dark.” Oreo Twitter post was retweeted thousands of times and was admired by more thousands of people on other social media website. It was also mentioned that the advertising agency of Oreo claimed that it was waiting for an opportunity at Super Bowl so that they can communicate their product to thousands of people (Fill, 2002).
Hackley agrees to the concept that the best ad is the one that is not only seen, but is also talked about by word of mouth. There are ads that are on the minds of the people, and that is considered effective marketing. Such ads can also make the sales of their product to those consumers who have not seen the advertisement. The advertisements must be catchy and entertaining so that the general public can enjoy it and also spread it through word of mouth. Research and consumer insight are also discussed in this chapter that explains that it is essential for marketers to know about the needs of the consumers. It can be done through communication and social media is one of the best platforms to communicate with the consumers. Hackley has also mentioned from an example that there are some brands that do not prefer such communications and are still succeeding in their work (Hackley, 2013).
Hackley has discussed “Marketing as Communication” and has given many examples to explain it. He has also discussed the role of social media in marketing and a channel to communicate it to the customers. The concept provided by Hackley is good as now the social media play an important role especially in marketing a product to consumers. Similarly, Geskey in his book “Free Marketing in Social Media: 500 Tactics and Best Practices” has also discussed the same concepts and importance of social media as discussed by Hackley. Geskey has, in fact, given detailed information about the role of social media in marketing and has explained every aspect and the way it works (Geskey, 2000).
Noor Al-Deen and John Allen Hendricks in their book “Social Media and Strategic Communications” have also discussed the digital communication and the effectiveness of communication. In their book the concepts are same but the only difference is that Hackley has explained the concepts through various examples that make it easier for the readers to understand. The areas covered by Hackley in the chapter “Marketing as Communication” are relevant as such topics are also discussed by other authors in their book. No contradiction is found, and just the way to communicate it to the readers is different (Al-Deen & Hendricks, 2013).
It can be concluded that the book “Marketing in Context” is a book which explains the relevant concepts of marketing which are important for the reader and these concepts have been discussed with the help of various examples.
List of References
Al-Deen, H.S.N. & Hendricks, J.A., 2013. Social Media and Strategic Communications. Basingstoke: Palgrave Macmillan.
Brenkert, G.G., 2008. Marketing ethics. Oxford: Blackwell Pub.
Fill, C., 2002. Marketing Communications: Contexts, Strategies, and Applications. 3rd ed. Upper Saddle River: Financial Times Prentice Hall.
Geskey, R.D., 2000. Free Marketing in Social Media: 500 Tactics and Best Practices. Raleigh: Lulu.com.
Hackley, C., 2013. Marketing in Context: Setting the Scene. Basingstoke: Palgrave Macmillan.
Onkvisit, S. & Shaw, J., 2009. International Marketing: Strategy and Theory. London: Routledge.
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