Business Research Guide: BUSI 745

Week 1

• "Managing Customer Relationships: A Strategic Framework" by Peppers and Rogers

Week 2

• "The Marketing Mix Revisited: Towards the 21st Century Marketing" by Constantinides
• "The Elements of Value" by Almquist, Senior, and Bloch
• "The CEO of Levi Strauss on Leading an Iconic Brand Back to Growth" by Bergh

Week 3

• "Marketing Myopia" by Levitt

Week 4

• "Disruptive Marketing Communication for Customer Engagement: The New Frontiers of Mobile Instant Messaging" by Presti and Marino
• "The Brand Report Card" by Keller
• "Branding in the Digital Age: You're Spending Your Money in All the Wrong Places" by Edelman

Week 5

• "The One Number You Need to Grow" by Reichheld

Week 6

• "Customer Value Propositions in Business Markets" by Anderson, Narus, and van Rossum
• "Getting Brand Communities Right" by Fournier and Lee

Week 7

• "Rethinking Marketing" by Rust, Moorman, and Bhalla

Week 8

• "The Female Economy" by Silverstein and Sayre

When researching brands, consumer products, and relevant marketing principles, it is highly recommended that you use topic-specific databases in order to do specialized searching. Here are a few good ones with which you might begin your research.