BU 425 Advanced Marketing Management

Required Readings for Session #2

Title: 10 things to know about customers. Source : Marketing News , 12/04/2000, Vol. 34 Issue 25, p20, 2p Author(s) : Wehner, Sherrie E.
Title: Merchandising Man. Source : License! , Jun2002, Vol. 5 Issue 5, p40, 2p, 1c Author(s) : Gerber, Michele
Title: Pricing and the Psychology of Consumption. Source : Harvard Business Review , Sep2002, Vol. 80 Issue 9, p90, 7p, 5c Author(s) : Gourville, John; Soman, Dilip

Title: What Drives Customer Equity? Source : Marketing Management , Spring2001, Vol. 10 Issue 1, p20, 6p Author(s) : Lemon, Katherine N.
Title: Marketing messages for women fall short. Source : Advertising Age , 9/23/2002, Vol. 73 Issue 38, p4, 3p, 1 chart, 18c Author(s) : CHURA, HILLARY; Cardona, Mercedes; Halliday, Jean; Macarthur, Kate; Neff, Jack; Thompson, Stephanie
Title: THE CENSUS REPORT. Source : American Demographics , Jan2002, Vol. 24 Issue 1, Special section pS3, 4p Author(s) : Wellner, Alison Stein

Title: Developing market-driven product strategies. Source : Journal of Product & Brand Management , 2000, Vol. 9 Issue 6, p369, 20p Author(s) : David W. Cravens; Nigel F. Piercy; Ashley Prentice
Title: Brand Management Paradigms. Source : Journal of Marketing Management , Sep2001, Vol. 17 Issue 7/8, p849, 27p Author(s) : Louro, Maria Joao; Cunha, Paulo Vieira

Title: The Old Pillars of New Retailing. Source : Harvard Business Review , Apr2001, Vol. 79 Issue 4, p131, 7p, 1 chart, 3c Author(s) : Berry, Leonard L.
Title: Defining supply chain management: a historical perspective and practical guidelines. Source : Industrial Management & Data Systems , 1999, Vol. 99 Issue 1, p11, 7p, 1 diagram Author(s) : Rhonda R. Lummus; Robert J. Vokurka