BA 252: Principles of Marketing: General Collection Books

Advertising: What everyone needs to know by Einstein, M.

Connect: How to use data and experience marketing to create lifetime customers by Person, R.; Nash, C.; and Birkholm Petersen, L.

Content Inc. by Pulizzi, J.

Creating value with big data analytics by Peter C. Verhoef; Edwin Kooge; Natasha Walk

The customer-driven organization by Coleman, L. B.

The definitive book of branding by Kompella, K. (Editor)

Digital relevance: Developing marketing content and strategies that drive results by Albee, A.

Ethics in marketing by Murphy, P. E.; Laczniak, G. R.; and Harris, F.

The Inner lives of markets: How people shape them--and they shape us by Sullivan, T.; Fisman, R.

Managing growth and expansion into global markets by Cook, T.A.

Marketing decision making and the management of pricing by Rajagopal

The marketing plan handbook by Bly, R. W.

Open innovation by Griffin, A.; Noble, C. H.; and Durmusoglu, S. S.

Principles of business: Marketing by Wilson, R.

Product management in practice by LeMay, M.

Understanding digital marketing: Marketing strategies for engaging the digital generation by Ryan, Damian