Marketing communication: principles and practice

FURTHER READING
Anholt, S. (2000) 
Another One Bites the Grass: Creating International Ad Campaigns
That Make Sense
, London: John Wiley & Sons.
Barabba, V. P. and Zaltman, G. (1991) 
Hearing the Voice of the Market
, Cambridge,
MA: Harvard Business School Press.
Bartlett, C. and Ghoshal, S. (1991) 
Managing Across Borders: The Transnational
Solution
, Cambridge, MA: Harvard Business School Press. 
Davidson, M. (1992) 
The Consumerist Manifesto: Advertising in Postmodern Times
,
London: Routledge.
Hall, E. T. (1961) 
The Silent Language
, New York: Anchor Books.
Hofstede, G. (1991) 
Cultures and Organizations: Software of the Mind – Intercultural
Cooperation and Its Importance for Survival
, New York: McGraw-Hill.
Levitt, T. (1983) ‘The globalization of markets’, 
Harvard Business Review
61 (3):
69–81.
Naisbitt, J. (1994) 
Global Paradox
, London: Nicholas Brealey Publishing.
Prus, R. (1989) 
Making Sales and Pursuing Customers
, Newbury Park, CA: Sage
Publications.
Robock, S. H. and Simmonds, K. (1989) 
International Business and Multinational
Enterprises
, 4th edn, Homewood, IL: Irwin.
Usunier, J.-C. (1993) 
International Marketing: A Cultural Approach
, New York:
Prentice-Hall.
Varey, R. J. (1999) ‘What the world needs now is . . . better intercultural
communication’, 
Professional Manager
8 (8): 16–19, London: Institute of
Management (reprinted by the Open University as part of a reader for the MESOL
programme for healthcare and social services managers).
I N T E R C U L T U R A L C O M M U N I C A T I O N
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Communication is the most important form of marketing
Akio Morita, co-founder of SONY
INTRODUCTION
The widely accepted 4P classification of ‘marketing mix’ tools offers managers
a simple framework for organizing marketing decision subjects around