3. Materiale didattico – Reading obbligatori

Sintesi letture obbligatorie – 20140914 Letture obbligatorie

1.1. The new marketing myopia – Craig-Smith-et-al. File: 1.1. Obbligatorio – The new marketing myopia – Craig-Smith-et-al.-2010a

1.2. Strategic Marketing Planning – McDonald. File: 1.2. Obbligatorio – Strategic Marketing Planning McDonald-2006

2.1. The relative importance of brands in modified rebuy purchase situations – Zablah, Brown, Dountou. File: 2.1. Obbligatorio – The relative importance of brands in modified rebuy purchase situations IJRM

2.2. The changing face of marketing – Louth. File: 2.2. Obbligatorio – The_changing_face_of_marketing

4.1. Emotional Brand Attachment and Brand Personality – Malar et al.File: 4.1. Obbligatorio – Emotional Brand Attachment and Brand Personality

4.2. Branding in a Global Marketplace – Strizhakova et al. File: 4.2. Obbligatorio – Branding in a Global Marketplace IJRM

6.1. Drivers of brand extension success – Volkner, Sattler. File: 6.1. Obbligatorio – Drivers of brand extension success

6.2. How-Ads-Works – Vakratsas, Amber. File: 6.2. Obbligatorio-How-Ads-Works-JM

8.1. Brand communities and new product adoption – Thompson, Sinha. File: 8.1. Obbligatorio – Brand communities and new product adoption