References and further reading
This book is based on many years of research by the three authors and in our choice of references and further reading, we have had to tread a thin line. On the one side, we are keen to demonstrate the substantive support for the Marketing Due Diligence concept. On the other, we are loath to burden the practising manager with an unselective and impenetrable list which trades length for utility. We therefore provide a selective list and would welcome any further questions on our work. In the first instance, please contact Dr Brian Smith at brian.smith@pragmedic.com.
Baker, S. (2000) Defining the Marketing Paradigm – The View of Senior Non-Marketers: A Report on Work in Progress, Cranfield Internal Report.
Fournier, S., Dobscha, S. and Mick, D.G. (1998) Preventing the Premature Death of Relationship Marketing, Harvard Business Review, 76, 42–44.
Kelly, S. (2005) Customer Intelligence – From Data to Dialogue, John Wiley & Sons, Chichester.
Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (1999) Principles of Marketing, 2nd European Edition, Prentice-Hall, Englewood Cliffs, NJ.
Lilien, G.L., Kotler, P. and Moorthy, K.S. (1992) Marketing Models, 1st edition, Simon & Schuster, Englewood Cliffs, NJ.
Lukas, B.A., Whitwell, G.J. and Doyle, P. (2005) How Can a Shareholder Value Approach Improve Marketing's Strategic Influence? Journal of Business Research, 58(4), 414–423.
McDonald, M.H.B. and Wilson, H. (2011) Marketing Plans: How to Prepare Them, How to ...
Get Marketing and Finance: Creating Shareholder Value now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
