BA 252: Principles of Marketing: E-Books

Advertising in a free society by Harris and Seldon

Breakeven analysis: The definitive guide to cost-volume-profit analysis by Cafferky, M. E. and Wentworth, J.

Cases on branding strategies and product development: Successes and pitfalls by Sarma, S. and Singh, S.

The competitive power of the product lifecycle: Revolutionise the way you sell your products by Makki, L; Cadiat, A.; and Probert, C.

Customer experience branding: Driving engagement through surprise and innovation by Gad, T.

Experiential marketing: Secrets, strategies, and success stories from the world's greatest brands by Smith, K. and Hanover, D.

The handbook of logistics and distribution management: Understanding the supply chain by Rushton, A.

How to carry out market research: The key to good business is in the planning! by Duvivier, J.; Belghazi, S.; and Traynor, C.

International consumer markets 2018-2019 by Miller, R. K.; Washington, K. D.; and Miller, R. K.

Malcolm McDonald on marketing planning: Understanding marketing plans and strategy by McDonald, M.

Managing customer relationships: A strategic framework by Peppers, D.; Rogers, M.; and Kotler, P.

Marketing performance: How marketers drive profitable growth by Wiley, T. F. et al

Marketing with strategic empathy by Brooks, C.

Monetizing innovation: How smart companies design the product around the price by Ramanujam, M. and Tacke, G.

The new advertising: Branding, content, and consumer relationships in the data-driven social media era by Brown, R. E.; Jones, V. K.; and Wang, M.

Selling your value proposition: How to transform your business into a selling organization by Barnes, C.; Blake, H.; and Howard, T.

Value proposition design: How to create products and services customers want by Alan Smith, Greg Bernarda, Yves Pigneur and Alex Osterwalder