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6.0 Reading/Resource List
Essential Reading/Resources:
Usunier, Jean-Claude & Lee J.(2005) Marketing Across Cultures, FT Prentice Hall, ISBN: 0273685295
Schneider, S. C,&Barsoux, J-L (1997) Managing across cultures, Prentice Hall
Gregory J.R (2002) Branding Across Borders, McGraw Hill, ISBN 0-658-00945-1
Hoecklin, L. (1998) Managing Cultural Differences, Addison Wesley, ISBN 0-201-42770-2
Recommended Reading
Aaker, A. D. (1991) ‘Managing Brand Equity, Capitalizing on the Value of a Brand Name’, The Free Press, New York.
Aaker D & Alexander L.B (1993) ‘Brand Equity & Advertising’ Advertising’s role in building strong brands. Lawrence Erlbaum Associates, London.
Assael H.(1998) ‘Consumer Behaviour and Marketing Action’ 6th edition, International Thomson Publishing.
Baker, M. (1996) ‘Marketing. An Introductory Text’ 6th edition. Macmillan Business, London
Baker, M. (1995) ‘Marketing: Theory & Practice’ 3rd Edition. Macmillan Business, London. (Baker)
Blois, K. (ed.) (2000) ‘The Oxford Textbook of Marketing’, Oxford University Press, Oxford.
Chernatony L. de. and McDonald M.H.B (1992) ‘Creating Powerful Brands’ Butterworth/Heinemann.
Doyle, P.D, (1998) Adding Value to Marketing, Kogan Page.
Drawbaugh, K. (2002) Brands in the ba
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