Marknadsföring, konsumenter och företag, fortsättningskurs B

Huvudgrupp 1

• Case:: Department of Business Studies (1.Brand Consolidation: Re-Positioning Unilever's European Ice Cream Business 2.ZARA 3.Knark är bajs 4.Pazgas A 5.Marketing coffee in Sweden.)
• Hohenthal, Jukka, Marketing B,compiled by Jukka Hohenthal, Harlow, Pearson, 2007
• Selected readings: Department of Business Studies (Articles:1. Levitt, T., 1960, Marketing Myopia, Harvard Business Review, Vol. 38, No. 4, p. 45–56.2. Kotler, P., 1965, Behavioral Models for Analyzing Buyers, Journal of Marketing, Vol. 29, pp. 37–45.3. Katona, G., 1953, Rational Behavior and Economic Behavior, Psychological Review, Vol. 60, No. 5, pp. 307–318. (kompendiet).4. Bagozzi, R.P., 1975, Marketing as Exchange, Journal of Marketing, Vol. 39, pp. 32–39.5. Alderson. W., 1965, Dynamic Marketing Behavior, Homewood, Ill: Iriwn Inc, ss. 23–50.6. Keller, K. L., 2001, Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs, Journal of Marketing Management, Sep2001, Vol. 17 Issue 7/8, pp. 819–847.7. Mohr, J. & Nevin, J. R., 1990, Communication strategies in marketing channels: A theoretical perspective, Journal of Marketing, Vol. 54, No. 4, pp. 36–51.8. Anderson, J. C., Håkansson, H. and Johanson, J., 1994, Dyadic Business Relationships within a business network context, Journal of Marketing, Vol. 58 No. 4, pp. 1–15.9. Gadde, L.-E. Att skapa tillgänglighet - Kompendiet.)