ADM4015 - Marketing

Credit hours

Instructor
Eduardo Eugenio Spers
Hermes Moretti Ribeiro da Silva

Objective
Stimulate discussion and researches aiming to introduce new concepts and ideas that may improve Marketing theoretical framework.

Content
Evolution of Marketing Knowledge - Market-Driven Organizations - Information System and Marketing Research - Consumer Behavior - Marketing Management - Retail - Marketing Metrics - Scientific Research Topics in Marketing.

Bibliography
BLACKWELL, Roger D.; MINIARD, Paul W.; ENGEL, James F. Consumer behavior. 9th ed. Ohio: South-Western, 2001.
BRAKUS, J.J.; SCHMITT, B.H.; ZARANTONELLO, L. Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, v. 73(3), p.52-68, 2009.
CHURCHILL Jr., Gilbert A.; PETER, J. Paul. Marketing: criando valor para os clientes. São Paulo: Saraiva, 2005.
DEIGHTON, J. The territory of consumer research: Walking the fences. Journal of Consumer Research, v. 34(3), p. 1-4, 2007.
HOLBROOK, M.B.; O'SHAUGHNESSY, J. On the scientific status of consumer research and the need for an interpretive approach to studying consumption behavior. Journal of Consumer Research, 15(3), 398-402, 1988.
HOLLANDER, S. C.; RASSULI, K. M.; JONES, D. G. B.; DIX, L. F. Periodization in Marketing History. Journal of Macromarketing, Vol. 25 No. 1, June 2005.
HUNT, S.D. The nature and scope of marketing. Journal of Marketing, v. 40, n. 3, p. 17-28, 1976.
HUNT, S.D. On the intersection of marketing history and marketing theory. Marketing Theory, v. 11, n. 4, p. 483-489, 2011.
JAWORSKI, B.; KOHLI, A. Marketing Orientation: Antecedents and Consequences. Journal of Marketing, July, p. 53-70, 1993.
KENWORTHY, T. P.; SPARKS, J. R. A scientific realism perspective on scientific progress in marketing. European Management Journal, xxx 1-9, 2016.
KIRCA, A.H.; JAYACHANDRAN, S.; BEARDEN, W.O. Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impact on Performance. Journal of Marketing, Vol. 69, p. 24-41, April 2005.
KOTLER, P.; KELLER, K.L. Marketing Management. 14th ed., Pearson Education Inc., 2012.
LAFFERTY, B.A.; HULT, G.T.M. A synthesis of contemporary market orientation perspectives. European Journal of Marketing, Vol. 35 Iss 1/2 pp. 92 - 109, 2001.
LUSCH, R.F.; VARGO, S.L. The Service-Dominant Logic of Marketing: Reactions, Reflections, and Refinements. Marketing Theory, 6 (3), p. 281-288, 2006.
MALHOTRA, N. Pesquisa de marketing: uma orientação aplicada. 4. ed. Porto Alegre: Bookman, 2006.
NAMBISAN, S.; BARON, R.A. Virtual customer environments: testing a model of voluntary participation in value co-creation activities. Journal of Product Innovation Management, v. 26, n. 4, p. 388-406, July 2009.
SERPA, D.A.; ÁVILA, M.G. Percepção sobre preço e valor: um teste experimental. RAE-Eletrônica, v. 3, n. 2, p. 1-19, 2004.
SHETH, J.; GARDNER, D. M.; GARRET, D. E. Marketing Theory: evolution and evaluation. John Wiley & Sons, 1988.
SHETH, J.N.; MITTAL, B.; NEWMAN, B.I. Comportamento do cliente: indo além do comportamento do consumidor. São Paulo: Atlas, 2001.
SRINIVASAN, S.; PAUWELS, K.; SILVA-RISSO, J.; HANSSENS, D.M. Product innovations, advertising, and stock returns. Journal of Marketing, v. 73, n. 1, p. 24-43, Jan 2009.
SUMMERS, J.O. Guidelines for conducting research and publishing in marketing: from conceptualization through the review process. Journal of the Academy of Marketing Science, v. 29, n. 4, p. 405-415, 2001.