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Module Reading List

Digital and Interactive Marketing, 2021/22, Semester 2
Dionysius Ang
Tutor information is taken from the Module Catalogue

Reccommended Textbook

Zahay and Roberts, Internet Marketing: Integrating Online and Offline Strategies in a Digital Envrioment, 4th edition, Cengage, 2018, ISBN. 9781337501866 (6 months online + loose leaf).

Available online from Amazon or Publisher. Ebook also available from publisher (Cengage). 

Available online in the library website: Click here

Additional Reading (Optional)

Session 1

Gershenfeld, N., Krikorian, R., & Cohen, D. (2004). The internet of things. Scientific American291(4), 76-81. Available online

Session 2

Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing80(6), 146-172.

Session 3

Vidakovic, R. (2014). Navigating the modern ad serving stack. Retrieved from

Session 4 & 5

Crowley, M. (2014). Optimize keywords to improve SEO. Journal of Financial Planning27(1), 17.

Session 6 & 7

Stephen, A. T., & Galak, J. (2010). The complementary roles of traditional and social media publicity in driving marketing performance. Fontainebleau: INSEAD working paper collectionAvailable online

Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology10, 17-21.

Session 8

Homburg, C., Lauer, K., & Vomberg, A. (2019). The multichannel pricing dilemma: Do consumers accept higher offline than online prices? International Journal of Research in Marketing.

Session 9

Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of consumer research39(4), 881-898.

Bardhi, F., Eckhardt, G. M., & Arnould, E. J. (2012). Liquid relationship to possessions. Journal of Consumer Research39(3), 510-529.

Session 10

Toubia, O., Stephen, A. T., & Freud, A. (2011). Viral marketing: A large-scale field experiment. Economics, Management & Financial Markets6(3).

This list was last updated on 04/02/2022