04. Materiale didattico – reading obbligatori

Lezione 1.2. Strategic Marketing Planning. Paper e sintesi

1.2. PAPER -Strategic-Marketing-Planning-McDonald-2006

1.2. Sintesi Reading – Strategic Marketing Planning

Lezione 2.2. The relative importance of Brands in modified rebuy purchiase decisions. Paper e sintesi

2.2. PAPER – The relative importance of brands in modified rebuy purchase situations IJRM

2.2. Sintesi Reading – The relative importance of brands in modified rebuy purchase situations

Lezione 3.1. The Brand Relationship spectrum. Paper e sintesi

3.1. PAPER – The-Brand-Relationship-Spectrum-Aaker-D.-Joachimsthaler-E.-1

3.1. Sintesi Reading – The Brand Relationship Spectrum

Lezione 3.2. Brand Portfolio Strategy. Paper

3.2. PAPER – Brand Portfolio Strategy and Brand Architecture

3.2. Sintesi Reading – Brand Portfolio Strategy and Brand Architecture

Lezione 4.1. Brands and branding. Paper

4.1. PAPER – Brands and Branding

4.1. Sintesi Reading – Brands and Branding

Lezione 4.2. Conceptualizing, Measuring and Managing CCBE. Paper e sintesi

4.2. PAPER – Conceptualizing-Meausuring-and-Managing-CBBE-Keller1

4.2. Sintesi Reading – Conceptualizing, Meausuring and Managing CBBE

Lezione 5.2. Branding in a global marketplace. Paper e sintesi

5.2. PAPER – Branding in a Global Marketplace IJRM

5.2. Sintesi Reading – Branding in a global marketplace

Lezione 6.2. Brand Equity: An Overview. Paper

6.2. PAPER – Brand Equity An Overview

6.2. Sintesi Reading – Brand Equity An Overview

– Ethics in Marketing –

Reading Obbligatori; Marketing Ethics