MBA/MSM 660 - Directed Readings in Marketing Theory
Instructor: Doug Clopton
Nine Ways to Fix a Broken Brand.
By: Bedbury, Scott, Fast Company, Issue 55, Feb. 2002.
Becoming Proactive About Recruitment.
By: Clopton, J. Doug, Sales & Marketing Management, V. 144 Issue 11, Sept 1992.
Marketer's View -- [this is a .pdf file, you will need the Adobe Reader to print and download this article.]
By: Clopton, Doug, Point of Purchase and Sign Design, May/June 1999.
The Capabilities of Market-driven Organizations.
By: Day, George S., Journal of Marketing, 941001, Vol. 58, Issue 4, Oct. 1994.
Estimating Price-Quality Tradeoffs Using Comparative Judgments. [this is a .pdf file, you will need the Adobe Reader to print and download this article.]
By: Levin, Irwin R., Journal of Consumer Research, Vol. 11, June 1984.
Marketing Myopia
By: Levitt, Theodore, Harvard Business Review, Vol. 82 Issue 7/8, Jul/Aug 2004
Buying or Just Browsing? The Duration of Purchase Deliberation.
By: Putsis Jr., William P., Journal of Marketing Research (JMR), Vol. 31, Issue 3, Aug. 1994.
Sales Promotion: Fast Growth, Faulty Management
By: Strange, Roger A., Harvard Business Review, July-Aug. 1976.
Integrated Marketing Communication and Its Potential Effects on Media Planning
By: Wang, Paul and Lisa Petrison, Journal of Media Planning, Vol. 6, Issue 2, 1991.
Comparison Advertising: Problem and Potential [this is a .pdf file, you will need the Adobe Reader to print and download this article.]
By: Wilkie, William and Paul W. Farris, Journal of Marketing, 1975.