Suggested Readings

Apart from the Study Book and the module textbook, you should regularly read marketing articles in both consumer and commercial media. National and international newspapers, current affairs TV programmes (BBC, CNN), magazines such as Marketing, Marketing Week, The Economist and the Financial Times all provide a wealth of up to date information on marketing issues. The Internet is perhaps the biggest source of business information. Links to some useful sites are provided in Websites.

By the time you have finished the course, you will hopefully be able to recognise marketing issues in media coverage that do not necessarily mention the word marketing.

In addition to the course textbook, there are a number of other books that you might find of help:

Piercy, N (2002) Market Led Strategic Change, 3rd Edition, Butterworth Heinemann
Specific topic - Market led strategies and the importance of the customer.

Arnould, Price & Zinkham (2004)......

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