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  1. Marketing management - Philip Kotler, Kevin Lane Keller 2016

    Book Recommended

  2. Seminar 1: Introduction 2 items
  3. Seminar 2: Contemporary Marketing Practice 2 items
    1. Harvard business review - Harvard Business School

      Webpage Required Read de Swaan Arons, M., van Drest, F. & Weed, K. "The Ultimate Marketing Machine” Harvard Business Review. 2014 v.92 no.7/8 pp.54-63. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    2. Harvard business review - Harvard Business School

      Webpage Required Read Ramaswamy, V. and Gouillart, F. "Building the Co-creative Enterprise” Harvard Business Review. 2010 v.88 no.10 pp.100-109. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

  4. Recommended Resources Seminars 1 and 2 6 items
    1. Marketing as Exchange - Richard P. Bagozzi 10/1975

      Article Recommended

    2. Harvard business review - Harvard Business School

      Webpage Recommended Read Levitt, T. 1960 "Marketing myopiae” Harvard Business Review. 1960 v.38 no.4 pp.24-47. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title. | Edit notes and importance

    3. The Commitment-Trust Theory of Relationship Marketing - Robert M. Morgan, Shelby D. Hunt 07/1994

      Article Recommended

    4. Expanding your network. - Frederick E. Webster Jr. 2010

      Article Recommended

  5. Seminar 3: Value (Co) Creation 3 items
    1. A Service Lens on Value Creation: Marketing's Role in Achieving Strategic Advantage - Lance A. Bettencourt, Robert F. Lusch, Stephen L. Vargo 11/2014

      Article Required

    2. Value propositions: A service ecosystems perspective - P. Frow, J. R. McColl-Kennedy, T. Hilton, A. Davidson 2014

      Article Required

  6. Seminar 4: Customer Insight 3 items
    1. Harvard business review - Harvard Business School

      Webpage Required Read Almquist, E., Senior, J., and Bloch, N. "The Elements of Value". Harvard Business Review. 2016 v.94 no.9, pp.46-92. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    2. Harvard business review - Harvard Business School

      Webpage Required Read Madsbjerg, C. and Rasmussen, M.B. "An Anthropologist Walks into a Bar". Harvard Business Review. 2014 v.92 no.3, pp.80-88. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    3. Harvard business review - Harvard Business School

      Webpage Required Read Van Der Driest, F., Sthanunathan, S and Weed, K. "Building An Insights Engine. ” Harvard Business Review. 2016 v.94 no.9, pp.64-74. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

  7. Recommended Resources Seminars 3 and 4 5 items
    1. Harvard business review - Harvard Business School

      Webpage Recommended Read Chan, W.K. & Mauborgne 2015 "Red Ocean Traps: The mental models that undermine market creating strategies ” Harvard Business Review. 2015 v.93 no.3, pp.68-73. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    2. Assessing value-in-use: A conceptual framework and exploratory study - Emma K. Macdonald, Hugh Wilson, Veronica Martinez, Amir Toossi 2011-7

      Article Recommended

  8. Seminar 5: Brand 4 items
    1. Leveraging the corporate brand - Tim Oliver Brexendorf, Kevin Lane Keller 12/09/2017

      Article Required

    2. Harvard business review - Harvard Business School

      Webpage Required Read Holt, Douglas. "Branding in the Age of Social Media". Harvard Business Review. 2016 v.94 no.3, pp.40-50. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

  9. Seminar 6: Customer Experience 5 items
    1. Small details that make big differences - Ruth N. Bolton, Anders Gustafsson, Janet McColl-Kennedy, Nancy J. Sirianni 2014

      Article Required

    2. Harvard business review - Harvard Business School

      Webpage Required Read Edelman, David and Singer, Marc. "Competing on Customer Journeys". Harvard Business Review. 2015 v.93 no.11, pp.88-97. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    3. Harvard business review - Harvard Business School

      Webpage Required Read Rawson, A.; Duncan, E.and Jones, C. "The Truth about Customer Experience". Harvard Business Review. 2013 v.91 no.9, pp.90-98. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    4. Cocreative customer practices: Effects of health care customer value cocreation practices on well-being - Janet R. McColl-Kennedy, Suellen J. Hogan, Lars Witell, Hannah Snyder 01/2017

      Article Recommended

  10. Seminar 7: Managing Products, Services and Experiences 3 items
    1. Harvard business review - Harvard Business School

      Webpage Required Read Brown, B. and Anthony, S.D. "How P&G Tripled Its Innovation Success Rate". Harvard Business Review. 2011 v.89 no.6 pp.64-72. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    2. Harvard business review - Harvard Business School

      Webpage Required Read Christensen, C., Duncan, D., Dillon, K. and Hall, T. "Know Your Customers' - "Jobs To Be Done". Harvard Business Review. 2016 September pp.64-72. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    3. How to create a realistic customer journey map - Mark S. Rosenbaum, Mauricio Losada Otalora, Germán Contreras Ramírez 01/2017

      Article Required

  11. Seminar 8: Value-Based Pricing 4 items
    1. Harvard business review - Harvard Business School

      Webpage Required Read Bertini, M. and Gourville, J. "Pricing to Create Shared Value". Harvard Business Review. 2012 v.90 no.6, pp.96-104. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    2. Harvard business review - Harvard Business School

      Webpage Required Read Michel, Stefan. "Capture More Value". Harvard Business Review. 2014 v.92 no.10, pp.78-85. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    3. Is It Time to Rethink Your Pricing Strategy? - Andreas Hinterhuber, Stephan Liozu 2012

      Article Required

  12. Seminar 9: Omnichannel Marketing 3 items
    1. Competing in the Age of Omnichannel Retailing - Erik Brynjolfsson, Yu Jeffrey Hu, Mohammad S. Rahman Summer 2013

      Article Required

    2. Mapping customer journeys in multichannel decision-making - Julia Wolny, Nipawan Charoensuksai 2014-4

      Article Required

  13. Seminar 10: Customer Engagement 4 items
    1. Digital marketing: A framework, review and research agenda - P.K. Kannan, Hongshuang “Alice” Li 03/2017

      Article Required

    2. Customer Engagement Behavior: Theoretical Foundations and Research Directions - Jenny van Doorn, Katherine N. Lemon, Vikas Mittal, Stephan Nass 08/2010

      Article Required

    3. Harvard business review - Harvard Business School

      Webpage Recommended ReadNormann, R & Ramirez, R. 1993. "From value chain to value constellation: designing interactive strategy." Harvard Business Review. 1993 v.71 no.4, pp.65-77. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    4. The Evolution of Marketing Channels: Trends and Research Directions - George F. Watson, Stefan Worm, Robert W. Palmatier, Shankar Ganesan 12/2015

      Article Recommended

  14. Seminar 11: Marketing Effectiveness 5 items
    1. The Metrics That Marketers Muddle - Neil T. Bendle, Charan K. Bagga 2016

      Article Required

    2. Creating Enduring Customer Value. - V. Kumar, Werner Reinartz 2016

      Article Required

    3. Harvard business review - Harvard Business School

      Webpage Required Nichols, Wes. "Advertising Analytics 2.0." Harvard Business Review. 2013 v.91 no.3 pp.60-68. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

  15. Seminar 12: Responsible Marketing 1 item
    1. A framework for sustainable marketing - R. Gordon, M. Carrigan, G. Hastings 01/06/2011

      Article Required

  16. Readings from previous offering 10 items
    1. Harvard business review - Harvard Business School

      Webpage  Read Dawar, Niraj. "When Marketing is Strategy". Harvard Business Review. 2013 v.91 no.12, pp.100-108. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    2. Harvard business review - Harvard Business School

      Webpage  Read Davenport, T. H., Mule, L.D. and Lucker, J. "Know What Your Customers Want before They Do". Harvard Business Review. 2011 v.89 no.12, pp.84-92. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    3. How to Win in an Omnichannel World - David R. Bell, Santiago Gallino, Antonio Moreno 2014

      Article 

    4. Harvard business review - Harvard Business School

      Webpage  Read D'Aveni.R. "Mapping your Competitive Position" Harvard Business Review. 2007 v.85 no.11, pp.110-120. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    5. Harvard business review - Harvard Business School

      Webpage  Read Christensen, C.M., Cook, S., & Hall, T. "Marketing Malpractice: The Cause and the Cure". Harvard Business Review. 2005 v.83 no.12, pp.74-83. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    6. Harvard business review - Harvard Business School

      Webpage  Read Yankelovich, Daniel and Meer, David. "Rediscovering Market Segmentation." Harvard Business Review. 2006 v.84 no.2, pp.122-131. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    7. Harvard business review - Harvard Business School

      Webpage  Read McDonald, E., Wilson, H. and Konus, U. "Better Customer Insight- In Real Time". Harvard Business Review. 2012 v.90 no.9, pp.102-108. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

    8. Harvard business review - Harvard Business School

      Webpage  Read Magids, S., Zorfas, A. and Leemon, D. "The New Science of Emotions". Harvard Business Review. 2015 v.93 no.11, pp.66-78. Publisher does not permit direct linking. To access the full article, either click on the 'Online Resource' button, or click on 'Harvard business review' then click on the 'web address' link provided, which will take you to the Business Source Complete database. Search this database using the article title.

  17. Past Central Exam Papers 1 item
    1. Past Central Exam Papers

      Webpage  Follow the link and search for past exam papers by course code.