LibGuides: MKT-7024: Strategic Marketing Communication: Week 1 Resources

Week 1 Resources

An Overview of the History of Marketing Thought
Tamilia, R. (2009). An overview of the history of marketing thought. Journal of Historical Research in Marketing, 1(2), 346-360.
Emerging Macro Marketing Concepts: From Socrates to Alfred Marshall
Dixon, D. F. (2002). Emerging macro marketing concepts: From Socrates to Alfred Marshall. Journal of Business Research, 55(2), 737–745.
Evidence of a Marketing Periodical Literature within the American Economic Association: 1895-1936
Brussière, D. (2000). Evidence of a marketing periodical literature within the American Economic Association: 1895-1936. Journal of Macromarketing, 20(2), 137-143.
Integrated Marketing Communication and its Impact on Consumer Behavior
Duralia, O. (2018). Integrated marketing communication and its impact on consumer behavior. Studies in Business & Economics, 13(2), 92–102.
Strategic Integrated Marketing Communications
Percy, L. (2018). Strategic integrated marketing communications (3rd ed.). Routledge.
Read Chapter 1.
Towards a Theory of Marketing
Alderson, W., & Cox, R. (1948). Towards a theory of marketing. Journal of Marketing, 13(2), 137–152.