globe
  1. Text Books 4 items
    These are the core text books. THEY ARE ALTERNATIVES.
    1. Principles of marketing: 7th European edition - Philip Kotler, Gary Armstrong, Lloyd C. Harris, Nigel Piercy 2017 (electronic resource)

      Book 

    2. Foundations of marketing - John Fahy, David Jobber c2012

      Book Essential

    3. Marketing management Kotler and Keller (also available as an ebook) - Philip Kotler, Kevin Lane Keller 2016

      Book Essential

  2. Journals and Practitioner Periodicals 3 items
    This provides entry points to the following academic and trade/practitioner journals. Please also see the course document for a list of journals that are useful for this course.
    1. Campaign

      Journal Recommended

  3. Introduction to Marketing 7 items
    1. The (r)evolution of wine marketing mix: From the 4Ps to the 4Es - Giuseppe Festa, Maria Teresa Cuomo, Gerardino Metallo, Antonio Festa 05/2016

      Article Essential

    2. Marketing for sustainability: Extending the conceptualisation of the marketing mix to drive value for individuals and society at large - Alan Pomering 05/2017

      Article Recommended This might be useful for the session on Responsible Marketing too.

  4. Marketing Environment 4 items
    1. Strategic Planning and Environmental Analysis - Stuart M. Sanderson, George Luffman

      Article Essential

    2. Environmental Management: Revising the Marketing Perspective - Carl P. Zeithaml, Valerie A. Zeithaml

      Article Recommended

    3. United Kingdom: Country profile, July 2018

      Document Essential You need to read this report to prepare for seminar 1.

  5. Segmentation, Targeting and Positioning 5 items
    1. How Marketing Managers Use Market Segmentation: An Exploratory Study - James C. Cross, Thomas J. Belich, William Rudelius

      Chapter Recommended

    2. Case Study: When You Have to Choose Between Core and New Customers 2017

      Article Recommended This is an easy to read and short fictional case study from Harvard Business Review. It includes two experts' opinions on possible solutions at the end.

    3. CASE STUDY: FROM NICHE TO MAINSTREAM. 2018

      Article Recommended This is an easy to read and short fictional case study from Harvard Business Review. It includes two experts' opinions on possible solutions at the end.

  6. Consumer Behaviour 3 items
    1. What is Consumer Research? - Morris B. Holbrook

      Article Essential

    2. Engaging the Consumer: The Science and Art of the Value Creation Process - E. Torry Higgins, Abigail A. Scholer

      Article Recommended

  7. Products, Services and Brands 4 items
    1. Dimensions of brand personality, Journal of Marketing Research, Vol. 34(3), pp. 347-357 - J Aaker 1997

      Article Essential This might seem dated but it is a classic in the area of branding

    2. Putting Products into Services - Mohanbir Sawhney

      Article 

  8. Pricing 4 items
    1. Determinants of consumers' response to pay-what-you-want pricing strategy on the Internet - Fei L. Weisstein, Monika Kukar-Kinney, Kent B. Monroe 10/2016

      Article Recommended

    2. The Good-Better-Best Approach to Pricing. 2018

      Article Recommended This is from Harvard Business Review. A very accessible article on pricing options

  9. Integrated Marketing Communications 4 items
    1. Social media: The new hybrid element of the promotion mix - W. Glynn Mangold, David J. Faulds 07/2009

      Article Essential

    2. Creativity in Advertising: When It Works and When It Doesn't - Werner Reinartz, Peter Saffert

      Article Essential

    3. Rising from the Ashes: How Brands and Categories Can Overcome Product-Harm Crises - Kathleen Cleeren, Harald J. Van Heerde, Marnik G. Dekimpe

      Article Recommended

  10. Marketing channels 6 items
    1. Insights from In-store Marketing Experiments

      Article Essential This reports on a set of experiments that you may want to consider in the light of your assignment

    2. Power in distribution channels — Supplier assortment strategy for balancing power - Jakob Rehme, Daniel Nordigården, Daniel Ellström, Daniel Chicksand 04/2016

      Article Recommended Just who holds the buyer in supplier-retailer relationships?

    3. The Future of Shopping. 2011

      Article Recommended

    4. Navigating the new retail landscape: a guide to current trends and developments - Alan Treadgold 2016

      Book Further

    5. Store Atmospherics: A Multisensory Perspective - Charles Spence, Nancy M. Puccinelli, Dhruv Grewal, Anne L. Roggeveen 07/2014

      Article Further

  11. Marketing Planning and Strategy 0 items
    Read the chapters listed in the lecture slides for this topic
  12. Responsible Marketing 6 items
    1. Case Study: Can an Ethical Bank Support Guns and Fracking? 2014

      Article Recommended This is an easy to read and short fictional case study from Harvard Business Review. It includes two experts' opinions on possible solutions at the end.

    2. Marketing's Contributions to Society - William L. Wilkie, Elizabeth S. Moore 1999

      Article Further

  13. Conclusion 4 items
    1. The Metrics That Marketers Muddle - Bendle, Neil TBagga, Charan K Spring 2016

      Article Essential