Marketing communication: principles and practice

FURTHER READING
Fill, C. (1999) 
Marketing Communications: Contexts, Contents, and Strategies
, 2nd
edn, London: Prentice-Hall.
Fromm, E. (1966) 
The Heart of Man
, London: Routledge & Kegan Paul.
Heath, R. L. (1994) 
Management of Corporate Communication: From Interpersonal
Contacts to External Affairs
, Hillsdale, NJ: Lawrence Erlbaum Associates Inc.
Heyman, R. (1994) 
Why Didn’t You Say That in the First Place?: How to Be Understood
at Work
, San Francisco, CA: Jossey-Bass.
Kotler, P. (1996) 
Principles of Marketing
, 2nd European edn, London: Prentice-Hall,
case study no. 19.
Littlejohn, S. W. (1999) 
Theories of Human Communication
, 6th edn, London:
International Thompson Business Press.
McLuhan, H. M. (1964) 
Understanding Media: The Extensions of Man
, New York:
Signet Books.
Toffler, M. (1970) 
Future Shock
, London: Bodley Head.
A C O M M U N I C A T I O N C O N C E P T
40

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Shop ’til you drop, spend ’til you end, buy ’til you die.
(Marketer’s war cry – or consumer’s anthem?)
Life is a chain of unrequited need: men want women,
women want children, and children want hamsters.
(Alice Thomas Ellis)
No man makes greater haste to the market than he who
seeks that which is to be bought.
(Anon)
chapter 
three
CONSUMER
BEHAVIOUR AND
COMMUNICATION
LEARNING POINTS
Careful study of this chapter will help you to:
• apply some theory to examine consumer behaviour in order to appreciate
the problem of engaging people in value exchanges within the context of
market relationships
• consider the nature and role of products in fulfilling social needs
• view market segments as consumption communities

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