Advertising management| (5th ed, 1996) / Batra, Rajeev

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JOURNALS		BOOKS
		Advertising made simple (1973) / Jefkins, Frank Advertising works 7 : papers from the IPA Advertising Effectiveness Awards (1993) / Baker, Chris Measuring the effect of advertising : a comprehensive approach (1975) / Corkindale, David Strategic advertising campaigns (2nd ed, 1984) / Schultz, Don E. Offensive marketing : or how to make your competitors followers (1972) / Davidson, J. H. Development of business information systems (1989) / Anderson, R. G. Advertising management (2nd ed, 1982) / Aaker, David A. Advertising worldwide : concepts, theories and practice of international, multinational and global advertising (2nd ed, 1994) / Mooij, Marieke K. de Understanding business markets : interaction, relationships and networks (2nd ed, 1997) / Ford, David The practice of advertising (4th ed, 1995) / Hart, Norman A. Advertising works 10 : cases from the IPA Advertising Effectiveness Awards, Institute of Practitioners in Advertising, 1998 (1999) / Kendall, Nick The advertising budget : the advertiser's guide to budget determination (1989) / Broadbent, Simon Precision public relations (1988) / Hiebert, Ray Eldon The advertising handbook. (1994) / Brierley, Sean Public relations. (1992) / Executive Business Club Strategic database marketing (1994) / Jackson, Rob Advertising : what it is and how to do it (3rd ed, 1993) / White, Roderick Strategy in advertising : matching media and messages to markets and motivations (2nd ed, 1990) / Bogart, Leo The one to one future : building relationships one customer at a time (1993) / Peppers, Don Strategy in retailing : theory and application (1985) / Knee, Derek How to plan advertising (2nd ed, 1997) / Cooper, Alan Global advertising : rhyme or reason?. (1992) / Vardar, Nükhet Marketing research (5th ed, 1997) / Chisnall, Peter M. Services marketing (1996) / Zeithaml, Valarie A. Strategic retailing management : a case study approach (1988) / Walters, David How advertising works : a review of current thinking (1992) / McDonald, Colin The direct marketing guide. (1998) Integrated direct marketing (1995) / Roman, Ernan Consumer behavior and marketing action (5th ed, 1995) / Assael, Henry Positioning : the battle for your mind (1st ed, 1986) / Ries, Al Services marketing (1995) / Woodruffe, Helen From tin soldiers to Russian dolls : creating added value through services (1993) / Vandermerwe, Sandra Planned press and public relations (3rd ed, 1993) / Jefkins, Frank William The new marketing paradigm (1994) / Schultz, Don E. Marketing communications (1983) / Coulson-Thomas, Colin Trade marketing strategy (1993) / Davies, Gary Public relations in practice : a casebook (1990) / Moss, Danny Strategic advertising management. (2nd ed, 2005) / Percy, Larry Global marketing management : a strategic perspective (2nd ed, 1993) / Toyne, Brian Strategic public relations (1995) / Hart, Norman A. Advertising theory and practice (9th ed, 1975) / Sandage, C. H. Which ad pulled best? : 50 case histories on how to write and design ads that work (8th ed, 1996) / Burton, Philip Ward Practical marketing planning (1997) / Cooper, John Industrial marketing : analysis, planning, and control (2nd ed, 1991) / Reeder, Robert R. Customer care. dealing with customers and how different businesses have improved customer care. (1997) World Wide Web marketing : integrating the internet into your marketing strategy. (1995) / Sterne, Jim Strategic marketing management : planning, implementation and control (1992) / Wilson, R. M. S. Crisis communications : a casebook approach (2nd ed, 2002) / Fearn-Banks, Kathleen International advertising : communicating across cultures (1996) / Mueller, Barbara Direct and database marketing (1997) / McCorkell, Graeme How to manage public relations : practical guidelines for effective PR management (1991) / Stone, Norman Brand management (1998) / De Chernatony, L. Raising the corporate umbrella : corporate communication in the 21st century (2001) / Kitchen, Philip J. Public relations theory (1989) / Botan, Carl H. Sponsorship : what it is and how to use it (1989) / Sleight, Steve The management and practice of public relations (1995) / Stone, Norman Strategic marketing : planning, implementation, and control (1984) / Weitz, Barton A. Golden arches east : McDonald's in East Asia (1997) / Watson, James L. Marketing communications : from fundamentals to strategies (1987) / Rothschild, Michael L. Advanced media planning (1998) / Rossiter, John R. Public relations writing and media techniques (4th ed, 2001) / Wilcox, Dennis L. The practice of public relations (4th ed, 1995) / Black, Sam Public relations : an introduction (1995) / Harrison, Shirley Database marketing : the ultimate marketing tool (1993) / Nash, Edward L. Public relations ethics (1995) / Seib, Philip M. Service quality : new directions in theory and practice (1994) / Rust, Roland T. Marketing for nonprofit organizations (2nd ed, 1982) / Kotler, Philip Marketing research in a marketing environment (3rd ed, 1994) / Dillon, William R. Practical advertising and publicity : effective promotion of products and services to industry and commerce (1988) / Hart, Norman A. Competitive customer care : a guide to keeping customers (1992) / Stone, Merlin Marketing management : analysis, planning, implementation and control (9th ed, 1996) / Kotler, Philip The industrial market research handbook (3rd ed, 1992) / Hague, Paul N. Advertising that pulls response (1990) / McCorkell, Graeme European advertising strategies : the profiles and policies of multinational companies operating in Europe (1992) / Rijkens, Rein Relationship marketing : bringing quality, customer service and marketing together (1991) / Christopher, Martin Advertising to children : concepts and controversies (1999) / Macklin, M. Carole Public relations techniques (2nd ed, 1994) / Jefkins, Frank William Integrated marketing communications 1999-2000. (1999) / Yeshin, Tony Retailing management : analysis, planning, and control (1994) / Walters, David Creating ever-cool : a marketer's guide to a kid's heart (1997) / Del Vecchio, Gene Children as consumers : a psychological analysis of the young people's market (1998) / Gunter, Barrie Strategic market planning : problems and analytical approaches (1979) / Abell, Derek F. Competitive marketing : a strategic approach. (3rd ed, 1995) / O'Shaughnessy, John Retail change : contemporary issues (1993) / Bromley, Rosemary D. F. The world's greatest brands (1996) / Kochan, Nick Managing direct marketing (1990) / Mounsey, Philip Practical sponsorship (1987) / Turner, Stuart International retailing (1997) / Alexander, Nicholas Applied marketing research (1992) / Moutinho, Luiz Profitable direct marketing (1998) / Jay, Ros Competitive retail marketing : dynamic strategies for winning and keeping customers (1992) / Collins, Andrew Exploring direct marketing (1999) / O'Malley, Lisa The new integrated direct marketing (1998) / Berry, Mike Global marketing and advertising : understanding cultural paradoxes (1998) / Mooij, Marieke K. de A theory of shopping. (1998) / Miller, Daniel Advertising and the mind of the consumer : what works, what doesn't and why (2nd ed, 2000) / Sutherland, Max The corporate brand (1997) / Ind, Nicholas The customer service planner. (1992) / Christopher, Martin The management and marketing of services (1993) / Mudie, Peter Even more offensive marketing : an exhilarating action guide to winning in business (1997) / Davidson, Hugh