Marketing communication: principles and practice

FURTHER READING
Andersson, P. (1992) ‘Analysing distribution channel dynamics: loose and tight
coupling in distribution networks’, 
European Journal of Marketing
26 (2): 47–68.
Button, J. (1988) 
A Dictionary of Green Ideas: Vocabulary for a Sane and Sustainable
Future
, London: Routledge.
Halal, W. E. (1996) 
The New Management: Democracy and Enterprise Are Transforming
Organizations
, San Francisco, CA: Berrett-Koehler.
Moore, J. F. (1996) 
The Death of Competition: Leadership and Strategy in the Age of
Business Ecosystems
, New York: John Wiley & Sons.
Peattie, K. (1992) 
Green Marketing
, London: Pitman/M&E Handbooks.
RSA (1995) 
Tomorrow’s Company
, report of the inquiry of the Royal Society for the
Encouragement of the Arts, Manufactures and Commerce, London.
Wheeler, D. and Sillanpää, M. (1997) 
The Stakeholder Corporation: A Blueprint for
Maximizing Stakeholder Value
, London: Pitman Publishing.
M A N A G I N G W I T H S T A K E H O L D E R S
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A lot of trouble is caused by combining a narrow mind with
a wide mouth
Anon
Look beyond your own culture
Julian Cope
chapter 
six
INTERCULTURAL
COMMUNICATION
LEARNING POINTS
Careful study of this chapter will help you to:
• identify contemporary marketing as an essentially intercultural communi-
cation system
• recognize aspects of culture that are major intermediaries of meaning-
making in contemporary society, and their significance in marketing
communication management
• appreciate the manner in which words, pictures, and products have social
value – their meaning is particular to the culture in which they are
apprehended

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