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LUBS5964M Reading List

Marketing for Management, 2021/22, Semester 2
Shankha Basu
Tutor information is taken from the Module Catalogue

Jobber, D & Ellis - Chadwick, F (2016). Principles and Practice of marketing. 8th edition. Berkshire: McGraw Hill Education.  

Supplementary reading:

Armstrong, G Kotler, P Harker, M & Brennan, R (2015). Marketing: An Introduction. 3rd edition. London: FT Prentice Hall

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Additional reading:

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Marketing: Organization and the Environment

Barwise, P (1995). “Marketing Today and Tomorrow”. Business strategy review.. Vol 6, No 1.

Bennett, R.C. et al, “Beyond the Marketing Concept”. Business horizons., June 1979.

Champion, D (1998). “Marketing: Technology’s Garden of Paradox”, Harvard business review., July/August.

Day, G.S (1994). “The Capabilities of Market Driven Organisations”, Journal of marketing., October.

Levitt, T. (1960), Marketing myopia, Harvard business review., July-August

Sissors, JZ (1966). “What is a Market? ”. Journal of marketing., 30, July. pp17-21.

van den Driest, F & Weed, K (2014). The ultimate marketing machine. Harvard business review. , July/August

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Organizational and Individual Customers

Assael, H. (2004). Consumer Behavior - a strategic approach. Houghton Mifflin

Anderson, J.C. et al (1998). “Business Marketing: Understand What Customers Value”, Harvard business review., Nov/Dec.

Foxall, G. (1984), Consumers' intentions and behaviour, Journal of the market research society., No. 26 - Available online:

Maruca, R.F. (2000). “Mapping the Word of Customer Satisfaction”, Harvard business review., May/June.

Magids, S., Zorfas, A., & Leemon, D. (2015). "The New Science of Customer Emotions", Harvard business review., November.

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Segmentation, Targeting, & Positioning

Aaker, D.and Shansby, T. (1982). “Positioning Your Product”, Business horizons., pp. 56-62.

Datta, Y (1996). “Market Segmentation: and Integrated Framework”, Long Range Planning. 20, pp 797-811.

Doyle, P et al (1985), “Marketing Segmentation and Positioning in Specialised Industrial Markets”, Journal of marketing..

Hooley, G.J. Saunders, J.A and Piercy, N.F. (2004). Marketing strategy and competitive positioning., Prentice-Hall.

Champniss, G., Wilson, H.N., Macdonald, E.K., (2015). "Why your Customers' Social Identities Matter", Harvard business review., November.

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Product, Brands, and Services

Trellis,G.J. and Crawford, C.M. (1981). “An Evolutionary Approach to Product Growth Theory”, Journal of marketing..

Kapferer, J.N. (2004). The new strategic brand management : creating and sustaining brand equity long term. 3rd edition. Kogan Page.

Cooper, R. (1979). “The Dimensions of Industrial New Products Success and Failure”, Journal of marketing., Summer.

Lambin,M. et al (1989). “Evoluntionary Processes in Competitive Marketing: Beyond the Product Life Cycle”, Journal of marketing., 53.

Schmitt, B. and Simonson, A. (1997). Marketing aesthetics : the strategic management of brands, identity, and image. Free Press.

Sobek, P.K. (1998). “Another Look at How Toyota Integrates Product Development”, Harvard business review., July/Aug.

Dawar, N., & Bagga,. C.K. (2015). "A Better Way to Map Brand Strategy", Harvard business review., June.

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Pricing Strategy

Garda, R.A. (1984). “Industrial Pricing: Strategy Versus Tactics”, The McKinsey quarterly., Winter.

Rao, A. et al (2000). “How to Fight a Price War”, Harvard business review., March/April.

Sinha, I (2000). “Cost Transparency: The Net’s Real Threat to Prices and Brands”, Harvard business review. March/April.

Shapiro, B.P.(1968). “The Psychology of Pricing”. Harvard business review., July/Aug, pp.14

Hinterhuber, A. & Liozu, S., (2012) "Is it Time to Rethink Your Pricing Strategy", MIT Sloan management review. , Summer.

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Integrated Marketing Communication

Rossiter,J.R. and Percy,L (1997). Advertising communications & promotion management. McGraw-Hill.

Shimp, T.A.(2000). Advertising promotion : supplemental aspects of integrated marketing communications, The Dryden Press

Arnott,DC and Bridgewater, S (2002). “Internet, Interaction and Implications for marketing”. Marketing intelligence & planning., 20/2, pp.86-95.

Amabile, T.M.(1998). “How to Kill Creativity”, Harvard business review., Sept/Oct.

Hoffman, D.L. (2000). “How to Acquire Customers on the Web”, Harvard business review., May/June.

Kierzkowski, A. et al (1996). “Marketing to a Digital Consumer”, The McKinsey quarterly., 3.

McCorkell, G. (1997). Direct and database marketing. Kogan Page.

Van Riel, C.B.M. (1995). Principles of Corporate Communications. Prentice Hall.

Schultz, D.E and Barnes, B.E. (2000). Strategic brand communication campaigns. NTC Books.

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Moriarty, al (1990). “Marketing Hybrid Systems”, Harvard business review., Nov/Dec.

Shapiro, B.P.(1977). “Improve Distribution with your promotional mix”. Harvard business review., Nov/Dec, pp.115-123.

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Marketing Research

Abell, D.F. (1978). “Strategic Windows”, Journal of marketing., July, pp.21-26.

McDonald, M (1999). Marketing plans : how to prepare them, how to use them. Butterworth-Heinemann

Chisnall, P.M.(2001). Marketing research. 6th edition. McGraw Hill.  

Piercy, N (2008). Market-led strategic change : transforming the process of going to market . 4th edition. Butterworth-Heinemann: Oxford

Porter, M (1979). “How Competitive Forces Shape Strategy”, Harvard business review., March/April.

Prahalad,C.K. and Hamel, G (1990). “Core Competence of the Organisation”, Harvard business review., May/June.

G.S.Day et al “Assessing Advantage: A Framework for Diagnosing Competitive Superiority”, Journal of marketing., Vol 52, 1988.

Hammermesh,R.G. Anderson, M.J. and Harris, J.E. (1978). “Strategies for Low Share Businesses”, Harvard business review., May/June, pp.95-102.

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Ethics, CSR, and Sustainability

Jirasek, J.A. (2003). “Two Approaches to Business Ethics”. Journal of business ethics.. 47, 4, p.343.

Drumwright, ME & Murphy,PE [2004]. How advertising practitioners view ethics. Journal of advertising., 33,2,pp7-22

Schroeder, JE & Borgerson [2005]. An ethics of representation for international marketing communications. International marketing review., 22,5,pp.578-600

O’Sullivan, T [2005]. Advertising and children: what do the kids think? . Qualitative market research, 8,4,pp371-384.

Borgerson, JL & Schroeder, JE[2002]. Ethical issues of global marketing: avoiding bad faith in visual representation. European journal of marketing., 36,5/6,pp570-594

Bailey, AA [2006]. A year in the life of the African American male in advertising: a content analysis, Journal of advertising., spring, 35,1.p83

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•Gummesson, E (1991). Marketing Orientation Revisited: The Crucial Role of The Part-Time Marketer. European Journal of Marketing. Vol. 25, No. 2, pp. 60-75 OCR REQUESTED BY LIBRARY (srj 02/01/2018) 

•Gronroos, C (1990). Marketing redefined, Management decision. , Vol. 28, No. 8

This list was last updated on 06/01/2022