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Curso: Carácter: Optativa Bibliografía validada el: 28/05/2025 |
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BB | Adkins, Sue. Cause related marketing: who cares wins / Sue, Adkins. London: Routledge, 2011 |
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BB | Blattberg, Robert C. Sales promotion: concepts, methods, and strategies /Robert C. Blattberg, Scott A. Neslin Prentice Hall, 1990
@libro - Disponible en formato electrónico |
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BB | Chandon, P. (1995). Consumer research on sales promotions: A state of the art literature review, “Journal of Marketing Management”, 11(5), 419-441 |
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BB | Hemphill, T. A. (1996). Cause‐related marketing, fundraising, and environmental nonprofit organizations. “Nonprofit Management and Leadership”, 6(4), 403-418 |
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BB | KOTLER, P.; KARTAJAYA, H.; SETIAWAN, I. Marketing 3.0. 3ª ed. [s. l.]: LID, 2013. ISBN 9788483568439. |
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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 |
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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 |
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BC | Kotler, P. Marketing 4.0. Moving from Traditional to Digital/Kotler, P., Kartajaya, H. & Setiawan, I. New Jersey: John Wiley & Sons, 2016
@libro - Disponible en formato electrónico |
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BC | KOTLER, P.; KARTAJAYA, H.; SETIAWAN, I. Marketing 5.0. [s. l.]: LID, 2021. ISBN 9788418709876.
@libro - Disponible en formato electrónico |
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BC | KOTLER, P.; KARTAJAYA, H.; SETIAWAN, I. Marketing 6.0 : [el futuro es inmersivo]. 1ª ed. [s. l.]: Córdoba, 2024. ISBN 9788410221093.
@libro - Disponible en formato electrónico |
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BC | KOTLER, P.; KARTAJAYA, H.; SETIAWAN, I. Marketing 6.0 : the future is immersive. [s. l.]: Wiley, 2024. ISBN 9781119835219. |
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BC | Kotler, P.. Marketing 3.0. From Products to Customers to the Human Spirit / Kotler, P., Kartajaya, H. & Setiawan, I. . New Jersey: John Wiley & Sons, 2010
@libro - Disponible en formato electrónico |
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Bandyopadhyay, N., Sivakumaran, B., Patro, S. & Kumar, R. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation. Journal of Retailing and Consumer Services, 61, 102532. |
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Bandyopadhyay, N., Sivakumaran, B., Patro, S. & Kumar, R. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation. Journal of Retailing and Consumer Services, 61, 102532 |
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Banerjee, S., Xu, S. & Johnson, S. (2021). How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy. Journal of Business Research, 130, 398-404. |
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Banerjee, S., Xu, S. & Johnson, S. (2021). How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy. Journal of Business Research, 130, 398-404. |
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[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 |
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[BB] Álvarez, B. (2000). La promoción de ventas como instrumento para modificar el comportamiento de los individuos. Documento de trabajo, Universidad de Oviedo |
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[BB] Blattberg, R., Briesch, R. & Fox, E. J. (1995). How Promotions Work, “Marketing Science”, 14(3), 122-132 |
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[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 |
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[BB] Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalization”, PRism, 6(2), 1-19. |
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[BB] Hutton, J. G. (1999). The definition, dimensions, and domain of public relations, Public Relations Review, 25(2), 199-214 |
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[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 |
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[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 |
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[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 |
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[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 |
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[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 |
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[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 |
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[BB] Sharpe, M. L. (2000). Developing a behavioral paradigm for the performance of public relations. Public Relations Review, 26(3), 345-361 |
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[BB] Thorne McAlister, D. & Ferrell, L. (2002). The role of strategic philanthropy in marketing strategy. “European journal of marketing”, 36(5/6), 689-705 |
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[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 |
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Dwivedi, Y., Hughes, L., Wang, Y., Alalwan, A., Ahn, S., (et al.) & Wirtz, J. (2023). Metaverse markteing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40, 750-776. |
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Dwivedi, Y., Hughes, L., Wang, Y., Alalwan, A., Ahn, S., (et al.) & Wirtz, J. (2023). Metaverse markteing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40, 750-776. |
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Egger, M., Florack, A. & Hübel, C. (2022). How placement affects brand preferences in advergames: A test of inhibition and facilitation processes during search. Computers in Human Behavior, 134, 107328. |
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Egger, M., Florack, A. & Hübel, C. (2022). How placement affects brand preferences in advergames: A test of inhibition and facilitation processes during search. Computers in Human Behavior, 134, 107328. |
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Ghosh, T., Sreejesh, S. & Dwivedi, Y. (2022). Brands in a game or a game for brands? Comparing the persuasive effectiveness of in-game advertising and advergames. Psychology & Marketing, 39, 2328-2348. |
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Ghosh, T., Sreejesh, S. & Dwivedi, Y. (2022). Brands in a game or a game for brands? Comparing the persuasive effectiveness of in-game advertising and advergames. Psychology & Marketing, 39, 2328-2348. |
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Hussain, M., Islam, T. & Rhman, S. (2023). What you see is what you get: assessing in-game advertising effectiveness. Journal of Research in Interactive Marketing, 17, 527-543. |
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Hussain, M., Islam, T. & Rhman, S. (2023). What you see is what you get: assessing in-game advertising effectiveness. Journal of Research in Interactive Marketing, 17, 527-543. |
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Karagür, Z., Becker, J., Klein, K. & Edeling, A. (2022). How, why and when disclosure type matters for influencer marketing. International Journal of Research in Marketing, 39, 313- 3335. |
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Karagür, Z., Becker, J., Klein, K. & Edeling, A. (2022). How, why and when disclosure type matters for influencer marketing. International Journal of Research in Marketing, 39, 313- 3335. |
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Lee, H., Han, J. & Suh, Y. (2014). Gift or threat? An examination of voice of the customer: The case of MyStarbucksIdea.com. Electronic Commerce Research and Applications, 13, 205-219. |
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Lee, H., Han, J. & Suh, Y. (2014). Gift or threat? An examination of voice of the customer: The case of MyStarbucksIdea.com. Electronic Commerce Research and Applications, 13, 205-219. |
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Leung, F., Gu, F., Li, Y., Zhang, J. & Palmatier, R. (2022). Influencer Marketing Effectiveness. Journal of Marketing, 86, 93-115. |
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Leung, F., Gu, F., Li, Y., Zhang, J. & Palmatier, R. (2022). Influencer Marketing Effectiveness. Journal of Marketing, 86, 93-115. |
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Yang, B. & Mattila, A. (2020). How rational thinking style affects sales promotion effectiveness. International Journal of Hospitality Management, 84, 102335. |
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Yang, B. & Mattila, A. (2020). How rational thinking style affects sales promotion effectiveness. International Journal of Hospitality Management, 84, 102335. |
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Ye, Y., Yang, Y. & Huang, Q. (2023). Identifying and examining the role of pop-up store design: A mixed-methods study. Journal of Retailing and Consumer Services, 75, 103503. |
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Ye, Y., Yang, Y. & Huang, Q. (2023). Identifying and examining the role of pop-up store design: A mixed-methods study. Journal of Retailing and Consumer Services, 75, 103503. |
| Buil Carrasco, Maria Isabel | |
| Catalán Gil, Sara | |
| Montaner Gutiérrez, María Teresa |
