E-Book Essential Reading

E-Book Essential Weekly Reading

E-Book Essential Reading

 

Week 1:

1) Rajagopal, (2018) Consumer Behavior Theories: Convergence of Divergent Perspectives with Applications to Marketing and Management, New York: Business Expert Press.

Please read Chapter 1 and Chapter 2

2) Felix Saito, (2009) Consumer Behavior, Fauppage: Nova Science Publishers, Incorporated

Please read Chapter 1

 

3)  Dhruv Grewal, Anne Roggeveen, and Dipayan Biswas (2016), Social Media and Big Data in Consumer Behaviour, Bradford, West Yorkshire: Emerald Publishing Limited

Please read Chapter 1 and Chapter 2

 

 

Week 2:

1) Porral, C.C. and Stanton, J.L. (2018), Principles of Marketing, ESIC EDITORIAL.

Please read Chapter 4

 

2) Sherlekar, S. A., Prasad, K. N. and Victor S.J.S. (2009) Principles of Marketing, GLOBAL MEDIA.

Please read Chapter 8

 

3) Weinstein, A., (2004), Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms, Third Edition, Taylor & Francis Group.

Please read Chapter 1, 2 and Chapters 6 and 8.

 

Week 3:

1) Payne, A, Frow, P., (2013), Strategic Customer Management: Integrating Relationship Marketing and CRM, Cambridge University Press.

Please read Chapter 2, Chapter 3 and Chapter 4.

 

2) Gronlund, J., (2013),  Basics of Branding: A Practical Guide for Managers, New York: Business Expert Press.

Please read Chapter 1 and Chapter 2

 

3) Mcintyre, C., Melewar, T.C. and Dennis, C. (2016), Multi-Channel Marketing, Branding and Retail Design: New Challenges and Opportunities, Emerald Publishing Limited.

Please read Chapter 1 and Chapter 2

 

Week 4:

Kimmel, J. A., (2006), Marketing Communication: New Approaches, Technologies, and Styles, Oxford University Press.

Please read Chapter 1, Chapter 4 and Chapter 5

 

Week 5:

1) Holloman, Ch., (2013), The Social Media MBA in Practice: An Essential Collection of Inspirational Case Studies to Influence Your Social Media Strategy, New York: John Wiley & Sons, Incorporated.

Please read Chapter 4 and Chapter 5

 

2) Zahay, D., (2015), Digital Marketing Management: A Handbook for the Current (or Future) CEO, New York: Business Expert Press.

Please read Chapter 1and Chapter 2

 

Week 7:

McDonald, M and Wilson, H. B., (2016), Marketing Plans: How to Prepare Them, How to Profit from Them, John Wiley & Sons, Incorporated.

Please read Part 1, Chapters 1-6

 

Week 8:

Pettey, G.J., (2013), Nonprofit Fundraising Strategy: A Guide to Ethical Decision Making and Regulation for Nonprofit Organizations, John Wiley&Sons, Inc

Please read Chapter 8, Chapter 12 and Chapter 13

 

Week 9:

You, F., (2015), Sustainability of Products, Processes and Supply Chains: Theory and Applications, Elsevier

Please read Chapter 7, Chapter 11 and Chapter 12.

 

Week 10:

URIP, S., (2010), CSR Strategies: Corporate Social Responsibility for a Competitive Edge in Emerging Markets, John Wiley and Sons.

Please read Chapter 1

 

Week 11:

Wallace, D., (2014), Human Rights and Business: A Policy-Oriented Perspective, BRILL, ProQuest Ebook Central.

Please read Chapter 1 and Chapter 3.

 

Last modified: Tuesday, 20 April 2021, 6:33 AM