1. Core textbook 2 items
    We will refer to the textbook two or three times during the module.
    1. Principles of marketing - Philip Kotler, Gary Armstrong, Lloyd C. Harris, Nigel Piercy 2017 (electronic resource)

      Book Core Reading Core textbook for Contemporary Marketing Practice

    2. Principles of marketing - Philip Kotler, Gary Armstrong 2016 (electronic resource)

      Book  The 2017 online version of the core text is subject to a license that limits the number of readers that can access it at a time. If you can't get the 2017, read this version instead - it's virtually the same.

  2. Study Unit 1 2 items
    The additional sources for Study Unit 1 are below
    1. The Marketing Mix Revisited: Towards the 21st Century Marketing. - Constantinides, E.1 2006


  3. Study unit 3 6 items
    1. Yellow Tail: Clever Brand Positioning Within The American Wine Industry | The Branding Journal

      Webpage  This case gives a good example of how an organisation can gain competitive advantage by changing the way it segments the market and positions its brand to appeal to a segment that competitors had not noticed.

    2. Market Segmentation Case Study | Oxford College of Marketing Blog

      Webpage  I wouldn't normally include resources from another Higher Education Institution, but this short video makes some excellent points about segmentation. It also features Malcolm McDonald, who is a marketing planning guru.

    3. Principles and practice of marketing - David Jobber, Fiona Ellis-Chadwick 2016

      Book  This book has an excellent chapter on branding: Chapter 9 Managing products; Brand and corporate identity management. Unfortunately, this is not available in an electronic form, but it is in the library in hard copy.

    4. Study Unit 4: Making and Jutifying Arguments 3 items
      1. The uses of argument - Stephen Toulmin 2003

        Book  This is a rather technical book so I don't recommend that all of you should read it. However, if you are particularly interested in the Toulmin model of argumentation, this is where you can learn more.

      2. The Effects of Trust-Assuring Arguments on Consumer Trust in Internet Store... 2006

        Article  This article describes a study in which the Toulmin model was used to assess websites.

      3. Argumentation Rationality of Management Decisions. 1999

        Article  Another article that used the Toulmin model - this time to assess the rationality of management decision-making. It gets very technical when describing how the model was adapted to measure the rationality of managerial decisions so it is probably best to stop reading at that point, but it has a good literature review and a good explanation of the Toumin model.

  4. Study Unit 5: Introduction to Marketing Research 2 items
    1. Marketing research: an applied approach - Naresh K. Malhotra, David F. Birks 2007 (electronic resource)

      Book  This is a good text, although the examples and case studies are a little dated. Read Chapter 1 on the research process - particularly pages 7 - 13. Read Chapter 2 pp. 32 - 61 on the Research problems, aims and objectives and the various documents that might be involved at this stage.

    2. The market research toolbox: a concise guide for beginners - Edward F. McQuarrie 2016 (electronic resource)

      Book  This textbook gives a good overview of a range of marketing research topics.

  5. Study Unit 6 5 items
    The first three resources are needed for the follow-up reading. The subsequent resources are include so that you can pursue your own reading.
    1. Consumer behaviour - Jim Blythe 2013 (electronic resource)


    2. The Return of the Repressed: Dissonance Theory Makes a Comeback. - Aronson, Elliot 1992

      Article  This article gives an excellent summary of cognitive dissonance theory.

    3. Was Cognitive Dissonance Theory a Mistake? - Lord, Charles G. 1992

      Article  It is worth noting that cognitive dissonance theory is not universally accepted by social psychologist. This article presents some of the counter arguments.

  6. Study Unit 7 2 items
    1. Essentials of marketing - Jim Blythe, Jane Martin 2016 (electronic resource)

      Book  For activity one, please read Chapter 6; Products, Branding and Packaging.

    2. Services marketing: concepts, strategies & cases - K. Douglas Hoffman, John E. G. Bateson 2017 (electronic resource)


  7. Study unit 8 1 item
    1. Services marketing: concepts, strategies & cases - K. Douglas Hoffman, John E. G. Bateson 2017 (electronic resource)

      Book  Please read Chapter 5 "The service delivery process"

  8. Study Unit 8 4 items
    1. Services marketing: concepts, strategies & cases - K. Douglas Hoffman, John E. G. Bateson 2017 (electronic resource)

      Book  For activity 3, please read Chapter 5 "The service delivery process" For activity 5, please read Chapter 10 "People as strategy: Managing service consumers"

    2. From service factory to service theatre: Solving the positioning dilemma in the medical practice. - Berthon, Jean-Paul1Prinsloo, Melani2Pitt, Leyland3 2007

      Article  This article gives a good review of the theatre metaphor in service management

    3. Operationalizing Co-Production in Public Services Delivery: The contribution of service blueprinting - Zoe Radnor, Stephen P. Osborne, Tony Kinder, Jean Mutton 03/04/2014

      Article  This gives a good example of service blueprinting as a management tool in a UK University.

    4. Classifying Services to Gain Strategic Marketing Insights. - Lovelock, Christopher H.1

      Article  This article is a seminal work to which we will return several times.

  9. Study Unit 9 6 items
    1. Communication and Control Processes in the Delivery of Service Quality. - Zeithaml, Valarie A.1Berry, Leonard L.2Parasuraman, A.3

      Article  This article gives a full description of the GAPS model for managing service quality.

    2. Putting the Service-Profit Chain to Work. - Heskett, James L.1Jones, Thomas O.1Loveman, Gary W.1Sasser Jr., W. Earl1Schlesinger, Leonard A.1

      Article  This article explains the Service Profit Chain

    3. Assessing the Service-Profit Chain. - Kamakura, Wagner A.1 kamakura@mail.duke.eduMittal, Vikas2 vmittel@katz.pitt.eduDe Rosa, Fernando3, José Afonso4 2002

      Article  This piece of research raises some questions about the Service Profit Chain in some service contexts.

    4. The Service–Profit Chain: A Meta-Analytic Test of a Comprehensive Theoretical Framework - Jens Hogreve, Anja Iseke, Klaus Derfuss, Tönnjes Eller 05/2017

      Article  This article gives a thorough evaluation of the Service Profit Chain