Stealth Marketing
An Exploratory Analysis for Creating a Sustainable Strategic Marketing Communication Tool

- by Ramkishan Rajan & M. Salomi Diana *

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Drawing on the allegory of the Cultural Production System (CPS), which is the set of individuals and organizations responsible for creating and marketing a cultural product (Peterson, 1976)⁶, we can see that building brands or associations shares much in common with the manner in which culture is created, disseminated and eventually accepted into the mainstream. The same pattern is also observable in the adoption life cycle during which they sequentially diffuse through different market segments as shown in Exhibit 3.

Exhibit 5

Source: "Building the Buzz in the Hive Mind", Thomas, G.T, Journal of Consumer Behaviour, Vol. 4, 1, 64-72, Henry Stewart Publications 1472-0817

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6 Peterson, R.A, The Production of Culture: A Prolegomenon, ed., The Production of Culture, Sage Contemporary Social Science Issues 33 (Beverly Hills, CA: Sage, 976), 7-22.

* Contributed by: -
Ramkishan Rajan has completed his Bachelor's (Mechanical Engineering) from College of Engineering, Trivandrum, and is a marketing enthusiast with specific areas of interest in Marketing of high technology products and consumer behaviour.
M. S. Diana has done her Bachelor's (Computer Science) from IIT Chennai, and has a strong analytical approach to marketing. Her specific areas of interest include marketing strategy and brand management. She is also majors in operations.
Both are currently students of the PGDM Programme (Batch 2006-08) at IIM Kozhikode.

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