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قراءات إضافية

(١) طبيعة التسويق

  • Christopher, M., Payne, A., and Ballantyne, D. (2002) Relationship Marketing: Creating Stakeholder Value, 2nd edn, Oxford: Butterworth Heinemann.
  • Gronroos, C. and Volma, P. (2013) Critical service logic: making sense of value creation and co-creation, Journal of the Academy of Marketing Science 41(2): 133–50.
  • Kumar, V., Jones, E., Venkatatesan, R., and Leone, R. P. (2011) Is market orientation a source of sustainable competitive advantage or simply the cost of competing? Journal of Marketing 75(2): 16–40.
  • Maslow, A. H. (1943) A theory of human motivation, Psychological Review 50(4): 370–96.
  • Piercy N. (2017) Market-Led Strategic Change: Transforming the Process of Going to Market, 5th edn, Abingdon: Routledge.
  • Vargo, S. L. and Lush, R. F. (2008) A service-dominant logic: continuing the evolution, Journal of the Academy of Marketing Science 36(1): 1–10.

(٢) أبحاث التسويق

  • Bryman, A. (2016) Social Research Methods, Oxford: Oxford University Press.
  • Churchill, G. A., Jr, and Iacobucci, D. (2002) Marketing Research Methodological Foundations, 8th edn, Mason: South-Western.
  • Hair, J. F., Black, W. C., Babin, B., Anderson, R. E., and Tatham, R. L. (2005) Multivariate Data Analysis, 6th edn, Upper Sadler River: Prentice-Hall.
  • Harrell, E. (2019) Neuromarketing: what you need to know, Harvard Business Review, https://hbr.org/2019/01/neuromarketing-what-you-need-to-know
  • Malhotra, N., Nunan, D., and Birks, D. F. (2017) Marketing Research: An Applied Approach, 5th edn, Harlow: Pearson.

(٣) التجزئة والاستهداف والمَوضعة ودور التمييز بالعلامة التجارية

  • Baumgartner, H. (2002) Towards a personology of the consumer, Journal of Consumer Research 29(2): 286–93.
  • Fuchs, C. and Diamantopoulos, A. (2010) Evaluating the effectiveness of brand-positioning strategies from a consumer perspective, European Journal of Marketing 44(11–12): 1763–86.
  • Gensler, S., Volckner, F., Liu-Thompkins, Y., and Wiertz, C. (2013) Managing brands in a social media environment, Journal of Interactive Marketing 27(4): 242–56.
  • Keller, K. L. (2013) Strategic Brand Management, 4th edn, Harlow: Pearson.
  • Rosenbaum-Elliot, R., Percy, L., and Pervan, S. (2018) Strategic Brand Management, 4th edn, Oxford: Oxford University Press.

(٤) سلوك المستهلِك والمشتري وعرض القيمة المقترَحة

  • Biemans, W. G. (2010) Business to Business Marketing: A Value-Driven Approach, Maidenhead: McGraw-Hill.
  • Payne, A., Frow, P., and Eggart, A. (2017) The customer value proposition: evolution, development and application in marketing, Journal of the Academy of Marketing Science 45(4): 467–89.
  • Soloman, M. R. (2016) Consumer Behaviour: Buying, Having and Being, Harlow: Pearson.

(٥) العروض الترويجية (الاتصالات التسويقية) ووسائل التواصل الاجتماعي

  • De Pelsmaker, P., Geuens, M., and Van Den Bergh, J. (2017) Marketing Communications: A European Perspective, 6th edn, Harlow: Pearson.
  • Duncan, T. R. and Everett, S. E. (1993) Client perceptions of integrated marketing communications, Journal of Advertising Research 33(6/7): 30–9.
  • Percy, L. and Rosenbaum-Elliott, R. (2016) Strategic Advertising Management, 5th edn, Oxford: Oxford University Press.

(٦) السعر والمكان (إدارة القنوات)

  • Grewal, D., Ailawadi, K. L., Gauri, D., Hall, K., Kopalle, P., and Robertson, J. R. (2011) Innovations in retail pricing and promotions, Journal of Retailing 87(S1): S43–52.
  • Popescu, I. and Wu, Y. (2007) Dynamic pricing strategies with reference effects, Operations Research 55(3): ii–613.
  • Shapiro, B. P. and Jackson, B. B. (1978) Industrial pricing to meet customer needs, Harvard Business Review 56 (November/December): 119–27.
  • Souder, W. E. (1987) Managing New Product Innovations, New York: Lexington Books.

(٧) المنتَج، وابتكار منتَج جديد، وتسويق الخدمة

  • Lund, D. L. and Marinova, D. (2014) Management revenue across retail channels: the interplay of service performance and direct marketing, Journal of Marketing 78(5): 99–118.
  • Mayer, C. and Schwager, A. (2007) Understanding customer experience, Harvard Business Review 85(2): 177–94.
  • Thomas, J. S. and Sullivan, U. Y. (2005) Managing marketing communications with a multichannel customer, Journal of Marketing 69(4): 239–51.
  • Wirtz, J. and Lovelock, C. (2016) Services Marketing, 8th edn, Hackensack: World Scientific.

(٨) طبيعة التسويق المتغيِّرة

  • Dwivedi, Y. K., Hughes, L., Ismagilova, E., Le Meunier-FitzHugh, K., et al. (in press) Artificial intelligence (AI): multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research and practice, International Journal of Information Management.
  • Heinze, A., Fletcher, G., Rashid, T., and Cruz, A. (2017) Digital and Social Media Marketing, London: Routledge.
  • Homburg, C., Jozic, D., and Kuehnl, C. (2017) Customer experience management: toward implementing an evolving marketing concept, Journal of the Academy of Marketing Science 45(3): 377–401.
  • Kotler, P., Kartajaya, H., and Setiawan, I. (2017) Marketing 4.0: Moving from Traditional to Digital, Hoboken, NJ: John Wiley & Sons.
  • Lehman, D. R. and Jocz, K. E. (1997) Reflections on the Future of Marketing, Practice and Education, Cambridge: Marketing Science Institute.
  • Martin, G. Z. (2017) The Essential Social Media Marketing Handbook: A New Roadmap for Maximizing your Brand, Influence, and Credibility, Wayne, NJ: Career Press.
  • Singh, J., Flaherty, K., Sohi, R. S., Deeter-Schmelz, D., Habel, J., Le Meunier-FitzHugh, K., Malshe, A., Mullins, R., and Onyemah. V. (2019) Sales profession and professionals in the age of digitization and artificial technologies: concepts, priorities, and questions, Journal of Personal Selling and Sales Management 39(1): 2–22.

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