Skip to main content

Module Reading List

Global Strategic Marketing, 2021/22, Semester 1
Jieke Chen
Tutor information is taken from the Module Catalogue

Kotler, P. and Keller K. (2012), Marketing Management, Pearson Education Limited, 15th Global Edition.

Marketing Strategy & Competitive Positioning, Hooley, Piercy, Nicoulaud and Rudd , 6th Edition (2017) 

The New Global Marketing, Johansson and Furick, 2nd edition.  

Top of page

Supplementary text:

Cateora, Philip R.; Money, Bruce R.; Gilly, Mary C; and Graham, John L. (2020), International Marketing, McGraw Hill Education, 18th Edition

Top of page

Other texts:

· Baker, J. Michael, (2007), Marketing Strategy and Management, Palgrave Macmillan, 4th Edition 

· Doyle, Peter; and Stern, Phillip (2006), Marketing Management and Strategy, Pearson Education, 4th Edition

· Bradley, Frank (2005), International Marketing Strategy, Pearson Education, 5th Edition

Top of page

Additional Reading (Journals):

· Makrides, Costas (2004), “What is Strategy and how do you know if you have one? ”, Business strategy review, 15 (2), 5-12.

· Eisenhardt, M. Kathleen; and Sull, N. Donald (2001), “Strategy as Simple Rules”, Harvard business review, 79 (1), 106-116.

· Menon, Anil; Bharadwaj, G. Sundar; Adidam, Tej Phani; and Edison, W. Steven (1999), “Antecedents and Consequences of Marketing Strategy Making: A Model and a Test”, Journal of marketing., 63 (2), 18-40

· Mintzberg, Henry (1994), “The Fall and Rise of Strategic Planning”, Harvard business review, 72 (1), 107-114.

· Evered, Roger (1983), “So What is Strategy? ”, Long Range Planning, 16 (3), 57-72.

Top of page

Week 1: Strategic marketing and the marketing planning process

· Nohria, Joyce, and Robertson (2003), ‘What Really Works’, Harvard business review, July, pp. 42-53.

· Piercy and Morgan (1994), ‘The Marketing Planning Process: Behavioral Problems Compared to Analytical Techniques in Explaining Marketing Plan Credibility’ Journal of business research, 3, pp.167-178.

Top of page

Week 2: Environmental analysis

· Day and Schoemaker (2005), ‘Scanning the Periphery’, Harvard business review, 83, 11, pp. 135-148.

· Kangis and O’Reilly (2003), ‘Strategies in a Dynamic Marketplace: A Case Study in the Airline Industry’, Journal of business research, 56, pp. 105-111.

· Grant (1991), ‘The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation’, California management review, 33, 3, pp. 114-135.

· Day and Schoemaker (2006), ‘Leading the Vigilant Organization’, Strategy & leadership, 34, 5, pp. 4-10.

- Porter (2008), ‘The Five Competitive Forces that Shape Strategy’, Harvard Business Review, 86, 1, pp. 24-40.

Top of page

Week 3: Customer analysis and segmentation

· Yankelovich and Meer (2006), ‘Rediscovering Market Segmentation’, Harvard business review, February, pp. 122-131.

· Barnes, Bauer, Neumann and Huber (2007), ‘Segmenting Cyberspace: A Customer Typology for the Internet’, European journal of marketing, 41, 1/2, pp. 71-93.

· Piercy and Morgan (1993), ‘Strategic and Operational Market Segmentation: A Managerial Analysis’, Journal of strategic marketing, 1, pp. 123-140.

Top of page

Week 4: Competitor analysis and the resource-based view: seeking sustainable competitive advantage

· Newbert (2007), ‘Empirical Research on the Resource-Based View of the Firm: An Assessment and Suggestions for Future Research’, Strategic management journal, 28, 121-146.

· Treacy and Wiersema (1993), ‘Customer Intimacy and Other Value Disciplines’, Harvard business review, January-February, 84-93.

· Kim and Mauborgne (1997), ‘Value Innovation: The Strategic Logic of High Growth’, Harvard business review, January-February, 103-112.

· Coyne and Horn (2009), ‘Predicting Your Competitor’s Reaction’, Harvard business review, April, 90-97.

Top of page

Week 6: Product management 

· Rust, Zeithaml, and Lemon (2004), ‘Customer-Centered Brand Management’, Harvard business review, September, 110-118.

· Cavusgil, Zou, and Naidu (1993). Product and Promotion Adaptation in Export Ventures: An Empirical Investigation. Journal of International Business Studies, 34(3), 479-506.

· Moon (2005), ‘Break Free from the Product Life Cycle’, Harvard business review, May, 87-94.

Top of page

Week 7: Service management 

· Szymanski, D. M., Bharadwaj, S. G., & Varadarajan, P. R. (1993). Standardization versus adaptation of international marketing strategy: an empirical investigation. Journal of Marketing, 57(4), 1-17

· Hultman, M., Robson, M. J. and Katsikeas, C. S. (2009). Export Product Strategy Fit and Performance: An Empirical Investigation. Journal of International Marketing, 17 (4), 1-23.

· Theodosiou and Leonidou (2003). Standardization Versus Adaptation of International Marketing Strategy: An Integrative Assessment of the Empirical Research. International Business Review 12 (2), 141-71.

Top of page

Week 8: Price management

· Theodosiou, M., & Katsikeas, C. S. (2001). Factors influencing the degree of international pricing strategy standardization of multinational corporations. Journal of International Marketing, 9(3), 1-18.

· Papanastasiou, Yiangos and Nicos Savva (2017), "Dynamic pricing in the presence of social learning and strategic consumers," Management Science, 63 (4), 919-939.

· Sousa, Carlos M. P., Jorge FB Lengler, and Francisco J Martínez-López (2014), "Testing for linear and quadratic effects between price adaptation and export performance: The impact of values and perceptions," Journal of Small Business Management, 52 (3), 501-520.

Top of page

Week 9: Distribution management 

· Palmatier, R. W., Dant, R. P., & Grewal, D. (2007). A comparative longitudinal analysis of theoretical perspectives of interorganizational relationship performance. Journal of Marketing, 71(4), 172-194. 

· Lusch, R. F., & Brown, J. R. (1996). Interdependency, contracting, and relational behavior in marketing channels. Journal of Marketing, 60(4), 19-38.

· Narus, J. A., & Anderson, J. C. (1996). Rethinking distribution: Adaptive channels. Harvard Business Review, 74(4), 112-120.

Top of page

Week 10: Relationships and alliances

· Robson, Katsikeas, and Bello (2008), ‘Drivers and Performance Outcomes of Trust in International Strategic Alliances: The Role of Organizational Complexity’, Organization science, 19, 4, 647-665.

· Park and Ungson (2001), ‘Inter-Firm Rivalry and Managerial Complexity: A Conceptual Framework of Alliance Failure’, Organization science, 12, 1, 37-53.

· Alvarez and Barney (2001), ‘How Entrepreneurial Firms Can Benefit from Alliances with Large Partners’, The Academy of Management executive, 15, 1, 139-148.

This list was last updated on 05/11/2020