globe
  1. Reading List: Core Textbook 1 item
    1. Foundations of marketing - John Fahy, David Jobber 2015

      Book Core Reading

  2. Further reading: Lecture two - Marketing Philosophy and Orientation 2 items
  3. Further reading: Lecture Three - Marketing Environment 1 item
  4. Further reading: Lecture Four - Marketing Planning 1 item
  5. Further reading: Lecture Five - Marketing Strategy 2 items
  6. Further reading: Lecture Six - Consumer Behaviour 1 item
    1. Advances in Consumer Research - Häubl, Gerald1 1999

      Journal 

  7. Further reading: Lecture Seven - Organisational Buying Behaviour 1 item
  8. Further reading: Lecture Eight - Segmentation, Targeting and Positioning 1 item
  9. Further reading: Lecture Nine - Marketing Research 1 item
    1. Informants in Organizational Marketing Research: Why Use Multiple Informants and How to Aggregate Responses. - Van Bruggen, Gerrit H.1 gbruggen@fac.fbk.eur.nlLilien, Gary L.2 g51@psu.eduKacker, Manish3 mkacker@tulane.edu 2002

      Article 

  10. Semester Two: Further reading, Lecture 11 - Product and Brand 1 item
  11. Further reading: Lecture 12 - New Product Development 1 item
  12. Further reading: Lecture 13 - Promotions, PR and Advertising 1 item
  13. Further reading: Lecture 14 - Promotions, PR and Direct Marketing 1 item
  14. Further reading: Lecture 15 - Promotions, Personal Selling/Sales 2 items
  15. Further reading: Lecture 16 - Place (Distribution) 1 item
  16. Lecture 17: Pricing Strategies 1 item
  17. Lecture 18: Services Marketing 1 item
  18. Lecture 19: E-Marketing and Social Media Management 1 item
    1. Social media? Get serious! Understanding the functional building blocks of social media - Jan H. Kietzmann, Kristopher Hermkens, Ian P. McCarthy, Bruno S. Silvestre 2011-5

      Article