Máster Universitario en Dirección, Estrategia y Marketing
Facultad de Economía y Empresa, Zaragoza

Curso:  Carácter: Optativa Bibliografía validada el: 06/06/2022

	BB	Adkins, Sue. Cause related marketing: who cares wins / Sue, Adkins. London: Routledge, 2011
	BB	Blattberg, Robert C. Sales promotion: concepts, methods, and strategies /Robert C. Blattberg, Scott A. Neslin Prentice Hall, 1990  @libro - Disponible en formato electrónico
	BB	Chandon, P. (1995). Consumer research on sales promotions: A state of the art literature review, “Journal of Marketing Management”, 11(5), 419-441
	BB	Hemphill, T. A. (1996). Cause‐related marketing, fundraising, and environmental nonprofit organizations. “Nonprofit Management and Leadership”, 6(4), 403-418
	BB	La investigación de promoción de ventas en España [Recurso electrónico] / coordinador, F. Javier de la Ballina Ballina ; autores, Begoña Álvarez ... [et al.] Oleiros (A Coruña): NetBiblo, 2007
	BB	Meenaghan, T. & O'Sullivan, P. (2013). Metrics in sponsorship research—Is credibility an issue?. “Psychology & Marketing”, 30(5), 408-416
	BB	Meenaghan, T., McLoughlin, D. & McCormack, A. (2013). New challenges in sponsorship evaluation actors, new media, and the context of praxis. “Psychology & Marketing”, 30(5), 444-460
	BB	Nonprofit and Business Sector Collaboration: Social Enterprises, Cause-Related Marketing, Sponsorships, and Other Corporate-Nonprofit Dealings / Walter W. Wymer, Sridhar Samu, editors Routledge, 2013

	[BB] Ailawadi, K., Beauchamp, J. P., Donthu, N., Gauri, D. K. & Shankar, V. (2009). Communication and promotion decisions in retailing: a review and directions for future research. “Journal of Retailing”, 85(1), 42-55
	[BB] Álvarez, B. (2000). La promoción de ventas como instrumento para modificar el comportamiento de los individuos. Documento de trabajo, Universidad de Oviedo
	[BB] Blattberg, R., Briesch, R. & Fox, E. J. (1995). How Promotions Work, “Marketing Science”, 14(3), 122-132
	[BB] DelVecchio, D., Henard, D. H. & Freling, T. H. (2006), The effect of sales promotion on post-promotion brand preference: a meta-analysis, “Journal of Retailing”, 82(3), 203-213
	[BB] Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalization”, PRism, 6(2), 1-19.
	[BB] Hutton, J. G. (1999). The definition, dimensions, and domain of public relations, Public Relations Review, 25(2), 199-214
	[BB] Jagre, E., Watson, J. J. & Watson, J. G. (2001). Sponsorship and congruity theory: a theoretical framework for explaining consumer attitude and recall of event sponsorship. “Advances in Consumer Research”, 28, 439-445
	[BB] Liu, G. & Ko, W. W. (2011). An analysis of cause-related marketing implementation strategies through social alliance: partnership conditions and strategic objectives, “Journal of Business Ethics”, 100(2), 253-281
	[BB] Mazodier, M. & Quester, P. (2014). The role of sponsorship fit for changing brand affect: a latent growth modeling approach, “International Journal of Research in Marketing”, 31(1), 16-29
	[BB] Nielsen, A. E. & Thomsen, C. (2012). Corporate social responsibility (CSR) management and marketing communication: research streams and themes. “Hermes–Journal of Language and Communication in Business”, 49, 49-65
	[BB] Polonsky, M. J. & Speed, R. (2001). Linking sponsorship and cause related marketing: complementarities and conflicts. “European Journal of Marketing”, 35(11/12), 1361-1389
	[BB] Preeza, V. & Bijal, M. (2004). Classification of empirical work on sales promotion: a synthesis for managerial decision making. Working Paper. Indian Institute of Management Ahmedabad
	[BB] Sharpe, M. L. (2000). Developing a behavioral paradigm for the performance of public relations. Public Relations Review, 26(3), 345-361
	[BB] Thorne McAlister, D. & Ferrell, L. (2002). The role of strategic philanthropy in marketing strategy. “European journal of marketing”, 36(5/6), 689-705
	[BB] Varadarajan, P. R. & Menon, A. (1988). Cause-related marketing: a coalignment of marketing strategy and corporate philanthropy. “Journal of Marketing”, 52(3), 58-74

	Buil Carrasco, Maria Isabel Coordinador
	Catalán Gil, Sara Coordinador
	Montaner Gutiérrez, María Teresa Coordinador