Melbourne Business School

Library
bibliographies

Marketing strategy
(books published after 1990)
Compilation date: January 2005

This bibliography is a selective listing of works held by the MBS Library. The selection reflects the teaching and
research focus of the academic programs at MBS. For a fuller coverage of the subject, please refer to the
catalogue.

Advanced marketing strategy : phenomena, Basic marketing / William D. Perreault, Jr. ... [et
analysis, and decisions / Glen L. Urban, Steven al.].
H. Star. European ed.
Englewood Cliffs, N.J. : Prentice Hall, c1991. London : McGraw-Hill, c2000.
658.802 URBA f 658.8 BASI

Advertising and sales promotion strategy / Basic marketing : a managerial approach / E.

Gerard J. Tellis. Jerome McCarthy ... [et al.].
Reading, Mass. : Addison-Wesley, 1998. 1st Australasian ed.
658.82 TELL Burr Ridge, IL. ; Sydney : Irwin, c1994.
658.8 BASI
All consumers are not created equal : the
differential marketing strategy for brand loyalty Basic marketing management / Douglas J.
and profits / Garth Hallberg. Dalrymple, Leonard J. Parsons.
New York : John Wiley & Sons, c1995. New York : Wiley, c1995.
658.84 HALL 658.8 DALR

Analysis for marketing planning / Donald R. Beyond the core : expand your market without
Lehmann, Russell S. Winer. abandoning your roots / Chris Zook.
5th ed. Boston : Harvard Business School Pub., 2004.
Boston, Mass. : McGraw-Hill Irwin, c2002. 658.406 ZOOK [2004]
338.064 SUTT
Breaking compromises : opportunities for
Analysis for strategic marketing / Vithala R. action in the consumer markets from the
Rao, Joel H. Steckel. Boston Consulting Group / edited by Michael J.
Reading, Mass. : Addison-Wesley, c1998. Silverstein and George Stalk, Jr.
658.802 RAO New York : John Wiley, 2000.
658.8 BREA
Australasian journal of market research.
North Sydney, N.S.W. : Market Research Society Business market research / Leslie Gofton and
of Australia, 1993 - Mitchell Ness.
P AUST London : Kogan Page, 1997.
658.83 GOFT

__________________________________________________________________________________________________
Marketing strategy / January 2005 1
Business marketing course : managing in
complex networks / David Ford ... [et al.].
Chichester : John Wiley, c2002.
658.8 FORD
Business marketing management : a strategic
view of industrial and organizational markets /
Michael D. Hutt, Thomas W. Speh.
6th ed.
Fort Worth : Dryden Press, c1998.
658.804 HUTT
Business planning : the timesaving guide to
business & marketing planning / [Peter Hickey].
North Sydney, N.S.W. : MAUS Business Systems,
Parallel Marketing (Aust), 1996.
658.4012 HICK
Cases in marketing / edited by Hanne Hartvig
Larsen.
London : Sage, 1997.
658.8 CASE
Cases in marketing management / Douglas J.
Dalrymple, Leonard J. Parsons, Jean-Pierre
Jeannet.
New York : Wiley, c1992.
658.8 DALR
Cases in marketing management / Kenneth L.
Bernhardt, Thomas C. Kinnear.
7th ed.
Chicago : Irwin, c1997.
658.8 BERN
Cases in marketing management : issues for
the 1990s / Charles L. Hinkle, Wesley J. Johnston,
Esther F. Lanigan.
2nd ed.
Englewood Cliffs, N.J. : Prentice Hall, c1992.
658.8 HINK
Cases in strategic marketing / [edited by] Linda
E. Swayne, Peter M. Ginter.
2nd ed.
Englewood Cliffs, N.J. : Prentice Hall, c1993.
658.802 CASE
Co-marketing solution : strategic marketing
through better branding, improved trade
relationships, superior promotions, effective
fact -based selling, accurate ROI analyses of
trade spending / Shawn Clark.
Chicago, Ill : NTC Business Books, 2000.
658.802 CLAR
__________________________________________________________________________________________________
Marketing strategy / January 2005
Companies and markets : understanding
business strategy and the market environment
/ Bryan Lowes, Christopher Pass and Stuart
Sanderson.
Oxford, UK ; Cambridge, Mass., USA : Blackwell
Business, 1994.
658.4012 LOWE
Competitive branding : winning in the market
place with value-added brands / Torsten H.
Nilson.
New York : John Wiley, c1998.
658.827 NILS
Competitive marketing strategy / John A.
Czepiel.
Englewood Cliffs, NJ : Prentice Hall, c1992.
658.802 CZEP
Competitive positioning : the key to market
success / Graham J. Hooley and John Saunders.
New York : Prentice Hall, 1993.
658.802 HOOL
Computer modelling and expert systems in
marketing / Luiz Moutinho ... [et al.].
London ; New York : Routledge, 1994.
658.800285633 COMP
Consumer behavior and marketing strategy / J.
Paul Peter, Jerry C. Olson.
5th ed.
Boston, Mass: Irwin/McGraw-Hill, c1999.
658.8342 PETE
Consumer behaviour : implications for
marketing strategy / Del Hawkins ; [adapted by]
Cathy Neal, Pascale Quester, Roger Best.
1st Australasian ed.
Sydney : Irwin, 1994.
658.83420994 HAWK
Counterturbulence marketing : a proactive
strategy for volatile economic times / A. Coskun
Samli.
Westport, Conn. : Quorum Books, 1993.
658.8 SAML
Creative priority : driving innovative business
in the real world / Jerry Hirshberg.
New York, NY : HarperBusiness, c1998.
658.5 HIRS
Data mining cookbook : modeling data for
marketing, risk and customer relationship
management / Olivia Parr Rud.
New York ; Chichester : Wiley, c2001.
005.741 RUD
2
Data mining techniques : for marketing, sales, End of marketing as we know it / Sergio Zyman.
and customer support / Michael J.A. Berry, New York : HarperBusiness, c1999.
Gordon Linoff. 658.8 ZYMA
New York : Wiley, c1997.
658.802 BERR Enterprise marketing management : the new
science of marketing / Dave Sutton and Tom
Designing competitive strategies for global Klein.
marketing / editor, Jagdish N. Sheth ; co-editor, Hoboken, N.J. : Wiley, c2003.
Atul Parvatiyar ; volume editors, Ajay Manrai, Lalita 658.8 SUTT
Manrai.
Stamford, Conn. : JAI Press, c1998. Entrepreneurial marketing : lessons from
658.848 DESI wharton's pioneering MBA course / Leonard M.
Lodish, Howard Lee Morgan, Amy Kallianpur.
Developing a market orientation / Rohit New York : Wiley, c2001.
Deshpande, editor. 658.8 LODI
Thousand Oaks, Calif. : Sage Publications, c1999.
658.83 DEVE Ethical decision making in marketing /
Lawrence B. Chonko.
Developing a winning J.I.T. marketing strategy : Thousand Oaks : SAGE Publications, c1995.
the industrial marketer's guide / Charles O'Neal, 658.802 CHON
Kate Bertrand.
Englewood Cliffs, N.J. : Prentice Hall, c1991. EuroMarketing : how to market products and
658.56 ONEA services in the European Union : a practical
guide for small and medium-sized companies.
Developing business strategies / David A. London : Kogan Page ; Luxembourg : Office for
Aaker. Official Publications of the European Communitie,
3rd ed. 1997.
New York : Wiley, c1992. 658.80094 EURO
658.4012 AAKE
European casebook on principles of marketing
Direct marketing : strategy, planning, execution / edited by Jim Saker and Gareth Smith.
/ Edward L. Nash. London ; New York : Prentice Hall, 1997.
3rd ed. 658.80094 EURO
New York : McGraw-Hill, c1995.
658.84 NASH Experiment-research methodology in
marketing : types and applications / Gordon L.
Direct marketing management / Mary Lou Patzer.
Roberts, Paul D. Berger. Westport, Conn. : Quorum, c1996.
2nd ed. 658.83 PATZ
Upper Saddle River, N.J. : Prentice Hall, c1999.
658.84 ROBE Financial aspects of marketing / Ruth A. Schmidt
and Helen Wright.
Divide and conquer : target your customers Houndmills, [England] : Macmillan, 1996.
through market segmentation / Harry Webber. 658.155 SCHM
New York : Wiley, c1998.
658.802 WEBB Food industry wars : marketing triumphs and
blunders / Ronald D. Michman, Edward M. Mazze.
Driving customer equity : how lifetime Westport, Conn. : Quorum, 1998.
customer value is reshaping corporate strategy 664.00688 MICH
/ Roland T. Rust, Valarie A. Zeithaml, Katherine N.
Lemon. Forecasting and market analysis techniques : a
New York : Free Press, 2000. practical approach / George J. Kress & John
658.8 RUST Snyder.
Westport, Conn : Quorum Books, 1994.
Emerging high-tech consumer : a market 658.835 KRES
profile and marketing strategy implications /
edited by Allan C. Reddy.
Westport, Conn. : Quorum Books, 1997.
658.83408 EMER

__________________________________________________________________________________________________
Marketing strategy / January 2005 3
A framework for marketing management / Philip
Kotler.
2nd ed.
Upper Saddle River, N.J. : Prentice Hall, c2003.
658.8 KOTL
Gerontographics : life-stage segmentation for
marketing strategy development / George P.
Moschis.
Westport, Conn. : Quorum Books, 1996.
658.83408 MOSC
Getting it right the second time : how American
ingenuity transformed forty-nine marketing
failures into some of our most successful
products / Michael Gershman.
Reading, Mass. : Addison-Wesley Pub. Co.,
c1990.
658.800973 GERS
Global marketing management / Warren J.
Keegan.
5th ed.
Englewood Cliffs, N.J. : Prentice Hall, c1995.
658.848 KEEG
Global marketing strategy / Harold Chee, Rod
Harris.
London : Financial Times Pitman Publishing, 1998.
658.848 CHEE
Global marketing strategy / Susan P. Douglas,
C. Samuel Craig.
International ed.
New York : McGraw-Hill, c1995.
658.848 DOUG
How to think like the world's greatest marketing
minds / Marcia Layton Turner.
New York : McGraw-Hill, c2001.
658.8 TURN
Industrial marketing strategy / Frederick E.
Webster, Jr.
3rd ed.
New York : Wiley, c1991.
658.8 WEBS
Information-driven marketing decisions :
development of strategic information systems /
A. Coskun Samli.
Westport, Conn. : Quorum Books, 1996.
658.802 SAML
Integrated marketing : making marketing work
in industrial and business-to-business
companies / Richard N. Skinner.
London ; New York : McGraw-Hill, c1994.
658.8 SKIN.
__________________________________________________________________________________________________
Marketing strategy / January 2005
International consumer behavior : its impact on
marketing strategy development / A. Coskun
Samli.
Westport, Conn. : Quorum Books, 1995.
658.8342 SAML
International marketing : analysis and strategy
/ Sak Onkvisit, John J. Shaw.
3rd ed.
Upper Saddle River, N.J. : Prentice Hall, c1997.
658.848 ONKV
International marketing strategy / Frank Bradley.
4th ed.
London : Financial Times/Prentice Hall, 2002.
658.848 BRAD
International strategic marketing : a European
perspective / Marilyn Stone and J.B. McCall.
New York : Routledge, 2004.
658.84094 STON [2004]
International retailing : trends and strategies /
edited by Peter J.McGoldrick and Gary Davies.
London : Pitman, 1995.
658.87 INTE
Introduction to marketing communication : an
integrated approach / John Burnett, Sandra
Moriarty.
Upper Saddle River, N.J. : Prentice Hall, c1998.
f 658.8 BURN.
Journal of marketing.
[New York] : American Marketing Association,
1936-.
P JOUR
Journal of marketing management.
[Helensburgh, Scotland : Westburn Publishers,
c1985-
P JOUR
Journal of strategic marketing.
London : Chapman & Hall, 1993-
P JOUR
Journal of the Academy of Marketing Science.
[Coral Gables, Fla, etc.] Academy of Marketing
Science, 1973-
P JOUR
Kellogg on integrated marketing / The Kellogg
marketing faculty and the faculty of Integrated
Marketing Communications at the Medill School of
Journalism, Northwestern University ; Dawn
Iacobucci and Bobby Calder, editors.
Hoboken, New Jersey : Wiley, c2003.
658.8 KELL.
4
Kotler on marketing : how to create, win, and
dominate markets / Philip Kotler.
New York : Free Press, c1999.
658.8 KOTL
Lifestyle marketing : reaching the new
American consumer / Ronald D. Michman,
Edward M. Mazze, and Alan J. Greco.
Westport, Conn. : Praeger, 2003.
658.8343 MICH [2003].
Making niche marketing work : how to grow
bigger by acting smaller / Robert E. Linneman,
John L. Stanton, Jr.
New York : McGraw-Hill, c1991.
658.802 LINN
Managing the supply chain : a strategic
perspective / J.L. Gattorna and D.W. Walters.
Basingstoke : Macmillan Business, 1996.
658.788 GATT
Manufacturer's guide to business marketing :
how small and midsize companies can increase
profits with limited resources / Michael P.
Collins.
Burr Ridge, Ill. : Irwin Professional Pub., c1995.
658.8 COLL
Market-based management : strategies for
growing customer value and profitability /
Roger J. Best.
Upper Saddle River, NJ : Prentice Hall, c1997.
658.8 BEST
Market-driven management : using the new
marketing concept to create a customer-
oriented company / Frederick E. Webster, Jr.
New York : Wiley, c1994.
658.812 WEBS
Market driven organization : understanding,
attracting, and keeping valuable customers /
George S. Day.
New York : Free Press, 1999.
658.8 DAY
Market driven strategy : processes for creating
value / George S. Day ; with a new introduction.
New York : Free Press, 1999.
658.802 DAY
Market-led strategic change : a guide to
transforming the process of going to market /
Nigel F. Piercy.
3rd ed.
Oxford : Butterworth-Heinemann, 2002.
658.8 PIER
__________________________________________________________________________________________________
Marketing strategy / January 2005
Marketing.
St Kilda, Vic. : Niche Media, 2002-
P MARK
Marketing : planning and strategy / Peter Reed.
2nd ed.
Sydney : Harcourt Brace, 1997.
658.802 REED
Marketing : principles & strategy / Henry Assael,
Peter Reed, Mark Patton.
Australian ed.
Sydney : Harcourt Brace, c1995.
658.802 ASSA
Marketing and entrepreneurship in SMEs : an
innovative approach / David Carson ... [et al.].
London ; New York : Prentice Hall, c1995.
658.8 MARK
Marketing as strategy : understanding the
CEO's agenda for driving growth and
innovation / Nirmalya Kumar.
Boston, Mass. : Harvard Business School Pub.,
2004.
658.802 KUMA [2004]
Marketing casebase : short examples of
marketing practice / Brian MacNamee and Ray
McDonnell.
London ; New York : Routledge, 1995.
658.8 MACN
Marketing casebook : cases and concepts /
Sally Dibb and Lyndon Simkin.
London ; New York : Routledge, 1994.
658.8 DIBB
Marketing channel management : people,
products, programs, and markets / Russell W.
McCalley ; foreword by Ray Goldberg.
Westport, Conn. : Praeger, 1996.
658.84 MCCA
Marketing intelligence : discover what your
customers really want and what your
competitors are up to / Jack Savidge.
Homewood, Ill. : Business One Irwin, c1992.
658.802 SAVI
Marketing management.
Chicago, Ill. : American Marketing Association
Publications Group, c1992-
P MARK
Marketing management / Peter R. Dickson.
Fort Worth : Dryden Press c1994.
658.8 DICK
5
Marketing management / Philip Kotler. Marketing management and strategy / Peter
11th ed. Doyle.
Upper Saddle River, NJ : Prentice Hall, c2003. New York : Prentice Hall, 1994.
658.8 KOTL 658.8 DOYL

Marketing management / Russell S. Winer. Marketing mistakes and successes / Robert F.

Upper Saddle River, N.J. : Prentice Hall, c2000. Hartley.
658.8 WINE 8th ed.
New York ; Chichester : Wiley, c2001.
Marketing management : a relationship 658.800973 HART
marketing perspective / Marketing and Logistics
Group, Cranfield School of Management. Marketing models / Gary L. Lilien, Philip Kotler, K.
Basingstoke : Macmillan, 2000. Sridhar Moorthy.
658.802 MARK Englewood Cliffs, N.J. : Prentice-Hall, c1992.
658.8 LILI
Marketing management : an Asian perspective /
Philip Kotler ... [et al.]. Marketing moves : a new approach to profits,
2nd ed. growth, and renewal / Philip Kotler, Dipak C. Jain,
Singapore : Prentice Hall, 1999. Suvit Maesincee.
658.80095 MARK Boston, Mass. : Harvard Business School Press,
2002.
Marketing management : analysis, planning, 658.8 KOTL
implementation, and control / Philip Kotler.
9th ed. Marketing plan / William A. Cohen.
Upper Saddle River, NJ : Prentice Hall, c1997. 2nd ed.
658.8 KOTL New York : Wiley, c1998.
f 658.802 COHE
Marketing management : providing,
communicating and delivering value / Frank Marketing planning & strategy / Subhash C.
Bradley. Jain.
London ; New York : Prentice Hall, 1995. 4th ed.
658.8 BRAD Cincinnati, Ohio : College Division, South-Western
Pub. Co., c1993.
Marketing management : strategies and 658.802 JAIN
programs / Joseph P. Guiltinan, Gordon W. Paul,
Thomas J. Madden. Marketing planning and strategy / Peter Reed.
6th ed. Sydney : Harcourt Brace Jovanovich, c1992.
New York : McGraw-Hill Companies, c1997. 658.802 REED
658.8 GUIL
Marketing plans : how to prepare them, how to
Marketing management : text and cases / use them.
[edited by] John A. Quelch, Robert J. Dolan, 4th ed.
Thomas J. Kosnik. Oxford : Butterworth-Heinemann, 1999.
Homewood, IL : Irwin, c1993. 658.802 MCDO
658.8 QUEL
Marketing research : an applied approach /
Marketing management : text and cases / Thomas C. Kinnear, James R. Taylor.
Douglas J. Dalrymple, Leonard J. Parsons. 4th ed.
6th ed. New York : McGraw-Hill, c1991.
New York : Wiley, c1995. 658.83 KINN
658.8 DALR
Marketing strategies for the mature market /
Marketing management and information George P. Moschis.
technology / Keith Fletcher. Westport, Conn. : Quorum Books, 1994.
2nd ed. 658.802 MOSC
New York : Prentice-Hall, c1995.
658.802 FLET

__________________________________________________________________________________________________
Marketing strategy / January 2005 6
Marketing strategies for the new economy /
Lars Tvede and Peter Ohnemus.
Chichester : Wiley, 2001.
658.8 TVED
Marketing strategy : customers and
competition / Steven P. Schnaars.
2nd rev. and updated ed.
New York : Free Press, c1998.
658.802 SCHN
Marketing strategy : planning and
implementation / Orville C. Walker, Jr., Harper
Boyd, Jr., Jean-Claude Larreche.
3rd ed.
Boston : Irwin/McGraw-Hill, 1998.
658.802 WALK
Marketing strategy and competitive positioning
/ Graham J. Hooley, John A. Saunders, Nigel F.
Piercy.
2nd ed.
New York : Prentice Hall Europe, 1998.
658.802 HOOL
Marketing strategy and management / Michael
J. Baker.
2nd ed.
London : Macmillan, 1992.
658.8 BAKE
Marketing strategy and uncertainty / Sharan
Jagpal.
New York : Oxford University Press, 1999.
658.802 JAGP
MARKSTRAT3 : the strategic marketing
simulation / Jean-Claude Larreche, Hubert
Gatignon.
Cincinnati, Ohio : South-Western College Pub.,
c1998.
f 658.802 LARR (CF/DIBM)
Meeting of the minds : creating the market-
based enterprise / Vincent P. Barabba.
Boston, Mass. : Harvard Business School Press,
c1995.
658.83 BARA
Modeling competitive pricing and market share
: anatomy of a decision support system / Paul
E. Green, Abba M. Krieger.
Cambridge, Mass. : Marketing Science Institute,
c1991.
f 658.816011 GREE
New market leaders : who's winning and how in
the battle for customers / Fred Wiersema.
New York : Free Press, 2001.
658.812 WIER
__________________________________________________________________________________________________
Marketing strategy / January 2005
New positioning : the latest on the world's #1
business strategy / Jack Trout with Steve Rivkin.
New York : McGraw-Hill, 1996.
659.111 TROU
Opening digital markets : battle plans and
business strategies for Internet commerce /
Walid Mougayar.
2nd ed.
New York : McGraw-Hill, c1998.
658.84 MOUG
Portable MBA in marketing / Alexander Hiam,
Charles D. Schewe.
New York : J. Wiley, c1992.
658.8 HIAM
Professional marketing : official magazine of
the Australian Marketing Institute.
Chippendale, N.S.W. : Reed Business Pub., 1996-
P PROF
Professional sales management / Rolph E.
Anderson, Joseph F. Hair, Jr., Alan J. Bush.
2nd ed.
New York : McGraw-Hill, c1992.
658.81 ANDE
Pushing the numbers in marketing : a real-
world guide to essential financial analysis /
David L. Rados.
Westport, Conn. : Quorum Books, 1992.
658.800151 RADO
Quantitative analysis in marketing management
/ by Luiz Moutinho, Fiona Davies, Mark Goode.
Chichester ; New York : John Wiley & Sons, 1998.
658.800151 MOUT
Radical marketing : from Harvard to Harley,
lessons from ten that broke the rules and made
it big / Sam Hill and Glenn Rifkin.
New York, N.Y. : HarperBusiness, c1999.
658.8 HILL
Reality of global brands : cases and strategies
for successful management of international
brands / Graham Hankinson and Philippa
Cowking.
London ; New York : McGraw-Hill, c1996.
658.827 HANK
Rethinking marketing : qualitative strategies
and exotic visions / Alf H. Walle III.
Westport, Conn. ; London : Quorum Books, 2001.
658.8 WALL
7
Servicing international markets : competitive
strategies of firms / edited by Peter J. Buckley,
C.L. Pass and Kate Prescott.
Cambridge, Mass. : Blackwell Publishers, 1992.
658.049 SERV
Seven keys to managing strategic accounts /
Sallie Sherman, Joseph Sperry, Sam Reese.
New York : McGraw-Hill, c2003.
658.1511 SHER
Shared marketing programs and the
performance of different business strategies :
special report / Robert W. Ruekert and Orville C.
Walker, Jr.
Cambridge, Mass. : Marketing Science Institute,
c1991.
f 658.8 RUEK
Social responsibility in marketing : a proactive
and profitable marketing management strategy
/ A. Coskun Samli.
Westport, Conn. : Quorum Books, 1992.
658.802 SAML
Strategic control of marketing finance / David
Haigh.
London : Pitman, 1994.
658.8 HAIG
Strategic market management / David A. Aaker.
4th ed.
New York : Wiley, c1995.
658.8 AAKE
Strategic marketing : a European approach /
Jean-Jacques Lambin.
London ; New York : McGraw-Hill, c1993.
658.80094 LAMB
Strategic marketing : an introduction / Tony
Proctor.
New York : Routledge, 2000.
658.802 PROC
Strategic marketing communications : new
ways to build and integrate communication /
Paul Smith, Chris Berry and Alan Pulford.
London : Kogan Page, 1997.
658.802 SMIT
Strategic marketing for success in retailing / A.
Coskun Samli.
Westport, Conn. : Quorum Books, 1998.
658.8700973 SAML
__________________________________________________________________________________________________
Marketing strategy / January 2005
Strategic marketing management / Jean-
Jacques Lambin.
London ; New York : McGraw-Hill, 1996.
658.802 LAMB
Strategic marketing management cases / David
W. Cravens, Charles W. Lamb, Victoria L.
Crittenden.
7th ed.
Boston, Mass. : McGraw-Hill, c2002.
658.812 GUMM
Strategic marketing planning / Malcolm
McDonald.
2nd ed.
London : Kogan Page, 1996.
658.8 MCDO
Strategic marketing problems : cases and
comments / Roger A. Kerin, Robert A. Peterson.
8th ed.
Upper Saddle River, N.J. : Prentice Hall, c1998.
f 658.8 KERI
Strategic role of marketing : understanding
why marketing should be central to your
business strategy / Adrian Davies.
London ; New York : McGraw-Hill Book Co.,
c1995.
658.802 DAVI
Strategy and tactics of pricing : a guide to
profitable decision making / Thomas T. Nagle,
Reed K. Holden.
3rd ed.
Upper Saddle River, NJ : Prentice Hall, c2002.
658.816 NAGL
Targeting for success : a guide to new
techniques for measurement and analysis in
database and direct response marketing / John
Ozimek.
London ; New York : McGraw-Hill Book Co.,
c1993.
658.84 OZIM
Technology and market structure : theory and
history / John Sutton.
Cambridge, Mass : The MIT Press, c1998.
658.802 MCD
Total integrated marketing : breaking the
bounds of the function / James Mac Hulbert,
Noel Capon, Nigel F. Piercy.
New York, N.Y. : Free Press, 2003.
658.8 HULB
8
Total relationship marketing : marketing
strategy moving from the 4Ps-- product, price,
promotion, place-- of traditional marketing
management to the 30Rs-- the thirty
relationships-- of a new marketing paradigm /
Evert Gummesson.
2nd ed.
Oxford ; Boston, MA : Butterworth-Heinemann,
2002.
658.802 LEHM

TQM for sales and marketing management /

James W. Cortada.
New York : McGraw-Hill, c1993.
658.8 CORT

Using market knowledge / Rohit Deshpande,

editor.
Thousand Oaks, Calif. : Sage Publications, c2001.
658.8 USIN

Value-based marketing : marketing strategies

for corporate growth and shareholder value /
Peter Doyle.
Chichester : Wiley, 2000.
658.802 DOYL

__________________________________________________________________________________________________
Marketing strategy / January 2005 9