Welcome to the Marketing Management LibGuide! This guide provides a curated collection of resources to help you understand the principles, strategies, and practices that drive effective marketing in today’s dynamic business environment.
Marketing management is about more than just promoting products—it involves analyzing markets, understanding consumer behavior, designing strategies, and delivering value that meets both customer needs and organizational goals. In this guide, you will find access to:
Core readings and textbooks that explain the fundamentals of marketing.
Case studies and examples from real-world companies.
Databases and journals for exploring current research and trends.
Practical tools and strategies for market analysis, segmentation, targeting, and positioning.
Whether you are preparing assignments, engaging in group projects, or seeking to enhance your professional skills, this guide will provide the resources and guidance you need to succeed in the course and beyond.
UNIT 1: REVIEW OF MARKETING CONCEPTS
Core Concepts Of Marketing (Book)
Holistic Marketing: Integrated Marketing And Relationship Marketing Impact To Marketing Performance (Article)
Value, Satisfaction, Loyalty And Retention In Professional Services (Article)
Evaluation Of Forecasting Error Measurements And Techniques For Intermittent Demand (Article)
Ethical Issues In Marketing (Article)
Marketing Tools In Stimulating Innovative Activity Of Enterprises (Article)
A Future For Sustainability? (Article)
UNIT 2: PRODUCT, SERVICES, & BRAND STRATEGIES
Product Classifications And Marketing Strategy (Article)
Product Mix & Packaging Strategies (Article)
Positioning Strategies In Business Markets (Article)
Competitive Analysis (Strategies Of Marketing)-Overview (Article)
Brand Architecture (Article)
Evidence Concerning The Importance Of Perceived Brand Differentiation (Article)
The New Service Realities: Challenges, Opportunities, And Initiative (Article)
Marketing Strategies And Tactics In A Period Of Recession (Article)
Market Position Strategies: Market Leaders Strategies (Article)
UNIT 3: INTRODUCING NEW MARKET OFFERINGS
Introducing New Market Offerings (Article)
Organizational Knowledge Creation And The Generation Of New Products Ideas: A Behavioral Approach (Article)
Applying Multiple Perspectives To The Design Of A Commercialization Process (Article)
Developing New Products And Services (Article)
New Service Development: Areas Foe Exploitation And Exploration (Article)
"What Is It?" Categorizing Flexibility And Consumers' Responses To Really New Products (Article)
Issues And Opportunities In New Product Development: An Introduction To The Special Issue (Article)
UNIT 4: PRICING STRATEGIES AND PROGRAMMES
Pricing Strategy (Article)
Remembering Versus Knowing: Issues In Buyers' Processing OF Price Information (Article)
Ways Of Setting Ideal Price For A Product In The Market (Article)
Developing Pricing Strategies And Programs (Article)
Initiating And Responding To Price Changes (Article)
Consumer Response To Price Changes In Higher Price Brands (Article)
UNIT 5: INTEGRATED MARKETING COMMUNICATIONS (IMC) STRATEGIES
Integrated Marketing Communications (Article)
Marketing Communication Mix (Article)
Developing A Marketing Communications Plan To Attract Target Customers (Article)
Understanding Integrated Marketing Communications (IMC): Concepts, Definitions And Dimensions (Article)
Designing And Managing Integrated Marketing Communication (Article)
UNIT 6: MASS, MEDIA & PERSONAL COMMUNICATION
Mass Media, Interpersonal Communication Or Personal Experience? (Article)
Advertising And Sales Promotion Unit-1 (Article)
Public Relations: Roles, Entry Requirements And Professionalism (Article)
Analysis Of Direct Marketing And Personal Selling Strategy At PT. Duta Merpati Indonesia (Article)
A Study On Disadvantage On Impact On Digital Marketing (Article)
The Mobile Marketing Roadmap (Article)
Importance And Applications Of Salesforce In Modern Business (Article)
Personal Selling And Sales Management: A Relationship Marketing Perspective (Article)
UNIT 7: INTRODUCTION TO RETAIL MANAGEMENT
Retail Management (Book)
Strategic Retail Management: Text And International Cases (Book)
The Retailer's Merchandise Mix Planning And The Process Of Category Management (Article)
Inventory Information System: Optimizing Inventory Management For Company Business Sustainability (Article)
The Evolution Of Marketing Channels: Trends And Research Directions (Article)