‡ ‡ ‡ Armstrong, G and Kotler, P. (2007), Marketing: An Introduction 8th Edition, Prentice Hall, NJ. Brassington, F. and Pettitt, S. (2006) Principles of Marketing, Prentice Hall, 4th Edition. Kotler, P., Armstrong, G., Wong, V. and Saunders, J. (2008), Principles of Marketing Fifth European Edition, Prentice Hall: UK. Cateora, P.R., Gilly, M.C. and Graham, J.I. (2009), International Marketing, 14th edition, McGraw-Hill Irwin, pp 463-473. Keegan, W.J. and Green, M.C. (2008), Global Marketing, 5th edition, Hall, pp 434 493. Kotler, P., Armstrong, G., Wong, V. and Saunders, J. (2008), 5th European edition, Pearson Education, pp 687-718. Shao, A.T. and Hill, J.S. (1994), Global television advertising case of socially sensitive products , International Vol. 13, Issue 4, pp 347-366. Pearson Prentice ‡ ‡ ‡ Principles of Marketing, ‡ restrictions: the Journal of Advertising, ‡ Schultz, D.E. and Kitchen, P. (2000), Communicating Globally, 1st MACMILLAN PRESS LTD. edition, ‡ ‡ ‡ Armstrong, G and Kotler, P. (2007), Marketing: An Introduction 8th Edition, Prentice Hall, NJ. Brassington, F. and Pettitt, S. (2006) Principles of Marketing, Prentice Hall, 4th Edition. Gronroos, C. (1994), From marketing mix to relationship marketing: towards a paradigm shift in marketing , Management Decision, Vol.32, No.2, p.9. Kotler, P., Keller, K.L., Brady, M. and Goodman M.R.V. (2009), Marketing Management, 1st Edition, Pearson Education Limited, pp 222-260. Dibb S, Simkin L, Pride W and Ferral O, (2001) Marketing Concepts and Strategies, 4th Houghton Mifflin Ed ‡ ‡ ‡ Christopher, Payne and Ballantyne (1991) "Relationship Marketing: Bringing Quality, Customer Service and Marketing Together", Oxford, Butterworth Heinemann. Available at: https://dspace.lib.cranfield.ac.uk/bitstream/1826/621/2/SWP3191.pdf . Ahmed, P. And Rafiq, M. (2003), Internal marketing issues and challenges , European Journal of Marketing, Vol.37, No. 9. pp. 1177-186. Armstrong, G and Kotler, P. (2007), Marketing: An Introduction 8th Edition, Prentice Hall, NJ. Brassington, F. and Pettitt, S. (2006) Principles of Marketing, Prentice Hall, 4th Edition. Dibb S, Simkin L, Pride W and Ferral O, (2001) Marketing Concepts and Strategies, 4th Ed Houghton Mifflin ‡ ‡ ‡ ‡ ‡ Kotler, P., Armstrong, G., Wong, V. and Saunders, J. (2008), Principles of Marketing Fifth European Edition, Prentice Hall: UK. Rafiq, M. and Ahmed P.K. (1995), Using 7ps as a generic marketing mix: an exploratory survey of UK and European marketing academics , Marketing Intelligence & Planning, Vol.13, No.3, pp 4-15. ‡
Sign up to vote on this title
UsefulNot useful