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Marketing Principles & Applications
MGT366A


Course References



Anholt, Simon (2000). Another One Bites the Grass: Making Sense of International Advertising. New York: John Wiley and Sons

Berger, Warren (2001). Advertising Today. London: Phaidon Press

Czinkota, Michael R. (1995). The Global Marketing Imperative. Chicago: NTC Business Books

De Mooij, Marieke K. (1998). Global Marketing and Advertising: Understanding Cultural Paradoxes. Thousand Oaks, CA: Sage Publications

Drucker, Peter (2001). The Essential Drucker. New York: HarperCollins Publishers

Englis, Basil G. [ed.] (1994). Global and Multinational Advertising. Hillsdale, NJ: Lawrence Erlbaum Associates

Hall, Edward T. (1981). Beyond Culture. New York: Doubleday

Handy, Charles (1995). The Age of Paradox. Boston , MA : Harvard Business School Press.

Harrison, Lawrence E. & Huntington, Samuel P. (2000). Culture Matters: How Values Shape Human Progress. New York: Basic Books

Hiam, Alexander & Schewe, Charles, D. (1992). The Portable MBA in Marketing. New York: John Wiley and Sons

Hofstede, Geert (1991). Cultures and Organizations: Software of the Mind. New York: McGraw-Hill

Huntington, Samuel P. (1996). The Clash of Civilizations and the Remaking of World Order. New York: Simon & Schuster

Imber, Jane & Toffler, Betsy-Ann (2000). Dictionary of Marketing Terms (Third Edition). New York: Barron's

Jones, John Philips [ed.] (2000). International Advertising: Realities and Myths. Thousand Oaks, CA: Sage Publications

Kotler, Phillip (2001). Principles of Marketing. Saddle River, NJ: Prentice Hall

Kotler, Phillip (2000). Marketing Management: Millennium Edition. Saddle River, NJ: Prentice Hall

Kotler, Phillip (1999). Kotler on Marketing: How to Create, Win, and Dominate Markets. New York: The Free Press

Levitt, Theodore (1986). The Marketing Imagination. New York: The Free Press

Locke, Christopher (2001). Gonzo Marketing. Cambridge, MA: Perseus Publishing

O'Hara-Deveraux, Mary & Johansen, Robert (1994). Global Work: Bridging Distance, Culture & Time. San Francisco: Jossey-Bass

Monye, Sylvester O. [ed.] (1999). The Handbook of International Marketing Communications. UK: Blackwell Publishers

Mueller, Barbara (1995). International Advertising: Communicating Across Cultures. Belmont, CA: Wadsworth Publishing Company

Steel, Jon (1998). Truth, Lies and Advertising: The Art of Account Planning. New York: John Wiley and Sons

Trompenaars, Fons & Hampden-Turner, Charles (1998). Riding the Waves of Culture: Understanding Diversity in Global Business. New York: McGraw-Hill

Weinreich, Nedra Kline (1999). Hands-on Social Marketing: A Step-by-Step Guide.  Thousand Oaks , CA : Sage Publications

Zyman, Sergio (2000). The End of Marketing as We Know It. New York: HarperCollins


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