31 Jan 2012

Reading List for Marketing Planning Module 1

Would love to hear your comments on the reading list. Please feel free to suggest any book or paper if you feel that I have missed out any.

Mission Statements:

Peyrefitte, J. and David, F.R. (2006) A Content Analysis of the Mission Statements of United States Firms in Four Industries. International Journal of Management, 23(2), 296-301.

Bartkus, B., and Glassman, M. (2008). Do Firms Practice What They Preach? The Relationship Between Mission Statements and Stakeholder Management. Journal of Business Ethics, 83(2), 207-216.

Marketing Audit:

Rothe, J.T., Harvey, M.G., and Jackson, C.E. (1997). The Marketing Audit: Five Decades Later. Journal of Marketing Theory and Practice, 5(3),1-16.

Porter’s Five Forces:

Grundy, T. (2006). Rethinking and Reinventing Michael Porter’s Five Forces Model. Strategic Change, 15 (5), 213-229.

SWOT Analysis:

Villinger, N. D. (2009). Analyzing non-profit organizations: managerial frameworks and evaluation. Journal of Global Business Issues, 3(1)61-65.

McDonald, M. (1996)“Strategic Marketing Planning”  (2nd edition) London: Kogan Page – Chapter 5: Strategic Marketing Planning: What It Is and How To Do It, pp 143-170.

Hatton, A. (2000). “The Definitive Guide to Marketing Planning”, London: FT-Prentice Hall– Chapter 2: Unravelling the Planning Puzzle pp 29-54.

Brassington, F. and Pettitt, S. (2006).“Principles of Marketing” (2006) (4th edition) Harlow:FT Prentice Hall – Chapter 21: Marketing Planning, Management, and Control pp 993-1050.

McDonald, M. and Woodburn, D. (2007). “Key Account Management: The Definitive Guide” (2nd edition). Oxford: Butterworth-Heinemann – Chapter 8: Planning for Key Accounts pp 201-236

McDonald, M. and Dunbar, I. (2004). “Market Segmentation: How to do it. How to profit from it. Oxford: Butterworth-Heinemann – Chapter 2: The Central Role of Market Segmentation in Profitable Growth pp 11-30.

McDonald, M., Ward, K. and Smith, B. (2005). “Marketing Due Diligence: Reconnecting Strategy to Share Price”, Oxford: Butterworth-Heinemann – Chapter 4: Assessing Market Risk pp 69-96.

Ryals, L. and McDonald, M. (2008). “Key Account Plans: The Practitioners guide to Profitable Planning”, Oxford: Butterworth-Heinemann – Chapter 4: How to Understand the Marketing Processes of Your Key Accounts: Strategic Marketing Planning pp 79-110.

de Chernatony, L. and McDonald, M. (2003). “Creating Powerful Brands” (3rd edition) Oxford: Butterworth-Heinemann – Chapter 11: Brand Planning pp 402-435.

Marketing Strategies:

Richardson, M. and Evans, C. (2007). Strategy in Action Applying Ansoff’s Matrix Manager: British Journal of Administrative Management Issue 59 pp1-3.

Pleshko, L. P., and Heiens, R.A. (2008). The contemporary product-market strategy grid and the linkto market orientation and profitability. Journal of Targeting, Measurement & Analysis for Marketing, 16(2), March, 108-114.

Portfolio Analysis and Market Segmentation:

Smith, M. (2002). Derrick's Ice-Cream Company: applying the BCG matrix in customer profitability analysis. Accounting Education, 11(4), 365-375.

Dibb, S. (1995). Developing a decision tool for identifying operational and attractive segments. Journal of Strategic Marketing, Vol. 3 Issue 3, September, p189-204.

Marketing Planning:

McDonald, M. (2006) Strategic Marketing Planning: Theory and Practice. Marketing Review, Vol 6 Issue 4 Winter pp. 375-418.

Keegan, W.J. (2004) Strategic Marketing Planning: A Twenty-First Century Perspective. International Marketing Review Vol 21 Issue 1 pp 13-16.

Wilson, H. N., and McDonald, M.H.B. (2001). An evaluation of styles of IT support for marketing planning. European Journal of Marketing, Vol. 35 Issue 7/8, p815-842.

“Strategic Marketing Planning” by Colin Gilligan and Richard S. Wilson (2003) Oxford: Butterworth-Heinemann – Chapter 12: The Formulation of Strategy 3: Strategies for Leaders, Followers, Challengers, and Nichers pp 517-592

M. E. Porter (1980). “Competitive Strategy”,  New York: Free Press – Chapter 1: Competitive Strategy: The Core Concepts pp 1-32

Hooley, G., Saunders, J. and Piercy, N. F. (2004). “Marketing Strategy and Competitive Positioning” (4th edition). London: FT-Prentice Hall Chapter 11: Creating Sustainable Competitive Advantage pp 301-334

Jobber, D. (2007)“Principles and Practices of Marketing” by  (5th edition) Berkshire: McGraw-Hill – Chapter 20: Competitive Marketing Strategy pp 809-846

McDonald, M and Payne, A (2005) .“Marketing Plans for Service Businesses”(2nd edition) by  Oxford: Butterworth-Heinemann – Chapter 3: Marketing Planning for Services: The Process pp 37-48.

Implementation and Control:

Dibb, S., Simkin, L., and Wilson, D. (2008) Diagnosing and treating operational and implementation barriers in synoptic marketing planning. Industrial Marketing Management, Vol 37 Issue 5 July pp 539– 553.

Dibb, S. (2005). Market Segmentation Implementation Barriers and How to Overcome Them. Marketing Review, Vol. 5 Issue1, Spring, p13-30.

Simkin, L. (2002). Barriers impeding effective implementation of marketing plans—a training agenda. Journal of Business & Industrial Marketing, Vol. 17 Issue 1, p8-24.

Wood, M. B. (2002). “The Marketing Plan: A Handbook” by  Upper Saddle River, New Jersey: Prentice Hall – Chapter 11: Planning to Measure Performance pp 191-209.

No comments:

Post a Comment

CABS Academic Journal Guide 2021

 The CABS Academic Journal Guide 2021 has just come out. So what is different? Are there any changes from the AJG 2018? The answer is "...