Recommended Reads: Marketing

Our Marketing Department has put together some ‘Top Reads’ for anyone looking at studying Marketing.

  1. International Retailing – Nicholas Alexander & Anne Marie Doherty (2009): Designed to deliver a clear understanding of the retail internationalisation process, considering the supporting theoretical frameworks, international retail activity, and the management of international operations. Structured around four parts, the text guides students through the internationalisation process, considering international markets and how retail enterprises operate within them, before ending with a concluding section that considers future trends.

2. Consumer Behaviour – Isabekke Szmigin & Maria Piacentini, Oxford University Press, Oxford: In this highly practical and engaging textbook, Szmigin and Piacentini provide the most holistic consideration of consumer behaviour available, demonstrating how seminal theories and cutting-edge research impact on today’s marketing professionals. 

3. Asia Branding: Connecting Brands, Consumers & Companies: This core adoptable textbook provides a comprehensive treatment of branding in Asia, focusing on a wide range of key Asian countries including China, India, Japan, South Korea and members of ASEAN. This edited collection includes a unique blend of theory, research and practice across both consumer and corporate branding and discusses the topics of brand communication, brand relationships, social media branding, brand reputation, place brands, university branding, and brand innovation. Looking at the relationship between companies, brands and consumers, this book highlights the need for a variety of strategic responses to meet the needs of different Asian consumers.

4. Corporate Social Responsibility: The Corporate Governance of the 21st Century: The current theory of corporate social responsibility (CSR) is developing along three interwoven lines – oral, social, and environmental. Although everybody recognizes that although CSR is of growing concern in a globalized economy, it being at the top of the board of director’s agenda and also good for business, there is no sign of consensus on its rules, structures, or procedures. Now, this collection of essays by leading jurists, businesspeople, and academics takes a giant step toward a more cohesive and durable set of principles that can contribute to a cleaner environment and a better society while respecting and protecting the interests of all stakeholders.

5. Consumer Behaviour, A European Perspective – Michael R. Solomon, Gary J. Bamossy, Soren Askegaard & Margaret K. Hogg: Now in its sixth edition, Consumer Behaviour: A European Perspective provides a fully comprehensive, lively and engaging introduction to the behaviour of consumers in Europe and around the world. This text offers a cutting-edge overview of consumer behaviour and is ideal for second and third-year undergraduates as well as master’s students.

6. Language and Communication at Work – Francois Cooren, Eero Vaara, Ann Langley & Haridimos Tsoukas: With the growing influence of discursive and narrative perspectives on organizing, organizational scholars are focusing increasing attention on the constitutive role that language and communication play in organizational processes. This view conceptualizes language and communication as bringing organization into being in every instant and is therefore inherently sympathetic to a process perspective. However, our understanding of the role of language in unfolding organizational processes and as a part of organizational action is still limited. This volume brings together empirical and/or conceptual contributions from leading scholars in organization and communication to develop understanding of language and communication as constitutive of work, and also analyze how language and communication actually work to achieve influence in the context of organizations.

7. Handbook of Partial Least Squares – Vincenzo Esposito, Wynne W. Chin & Jorg Henseler: This handbook provides a comprehensive overview of Partial Least Squares (PLS) methods with specific reference to their use in marketing and with a discussion of the directions of current research and perspectives. It covers the broad area of PLS methods, from regression to structural equation modeling applications, software and interpretation of results. The handbook serves both as an introduction for those without prior knowledge of PLS and as a comprehensive reference for researchers and practitioners interested in the most recent advances in PLS methodology.