Department of Marketing
Textbooks
No.
1.
Course
Code
MKT2280
2.
MKT3102
3.
MKT3212
4.
Course Title
Textbook
Principles of Marketing
Marketing: An Introduction, An Asian
Perspectives
Integrated Marketing
Communication
Retail Promotion
Principles of Advertising & IMC
MKT3515
Purchasing and Supply
Chain Management
Purchasing and Supply Management:
with 50 Supply Chain Cases
5.
MKT3525
Sales Management
Sales Force Management
6.
MKT3530
Consumer Behavior
Consumer Behavior
7.
MKT3620
Global Marketing
International Marketing
8.
MKT3627
Sales Promotion
9.
MKT3628
Public Relations
Assumption University Customized Sales
Promotion & Merchandising Textbook
Public relations Strategies and Tactics
Author
Publisher
Year
Gary Armstrong, Philip 1
Kotler, Geoffrey da
Silva
Tom Duncan
2
Prentice Hall
2006
McGraw-Hill
2006
Michiel R. Leenders,
P. Fraser Johnson,
Anna E. Flynn, and
Harold E. Fearon
Churchill, Ford,
Walker’s
Hoyer, D., W., an
Maclnnis, D., J.
13
McGrawHill/Irwin
8
McGraw-Hill
2006
4
2005
Czinkota, Micheal R.
and Ronkainen, IIkka
A.
7
Houghton
Mifflin
Company
Thomson
(SouthWestern)
Prentice Hall
Pearson
Education
2006
Dennis L., Wilcox
Edition
2005
10.
MKT3629
11.
MKT3803
12.
MKT3823
13.
14.
Pricing Strategy and
Decisions
Retail Management
Pricing, Making Profitable Decisions
Kent B Monroe
3
Retailing Management
Levy & Weitz
5
Marketing Channel Strategy
and Decisions
Marketing Channels: A management view
Rosen bloom, bert
7
MKT3830
Direct Marketing
Contemporary Direct Marketing
MKT3831
Retail Buying &
Merchandising Management
General Merchandise Retailing
Lisa Spiller and Martin
Baier
Carolyn, Brown
Management Retail Buying
15.
MKT3832
16.
MKT3833
17.
MKT3834
18.
MKT3835
19.
MKT4725
20.
Customer Relationship Management
(Concept and Tools)
Internet Marketing
Mary Lou Roberts
International Marketing
Communications
Competitive Analysis and
Strategy
Advertising and Promotion: An Integrated
Marketing Communications Perspective
Marketing Strategy and Competitive
Positioning
MKT4726
Advertising & Creative
Strategy
Creative Strategy in Advertising
Belch, G. E., & Belch,
M. A.
Gramham Hooley,
John Saunders, Nigel
Piercy
A. Jerome Jewler and
Bonnie L. Drewniany
21.
MKT4727
Integrated Media Planning
Advertising Media Planning
22.
MKT4730
Marketing Management
Marketing Management
23.
MKT4805
24.
MKT4806
Business-to-Business
Marketing
Product and Brand
Management
Business Marketing: Connecting Strategy,
Relationship, and Learning
Product Management
2006
2002
2004
1
Thomson
(SouthWestern)
Prentice Hall
2
McGraw-Hill
2004
Wiley
2004
Cash, Thomas,
Wingate, Friedlauder
Francis Buttle
Customer Relationship
Management
Marketing for Technological
Products
Internet Advertising
McGraw-Hill
Irwin
McGraw-Hill
2005
Elsevier
2003
7
McGraw-Hill
4
Prentice Hall
9
Wadworth
Thomson
Learning
McGraw-Hill
2002
Prentice – Hall
2006
McGraw-Hill
2005
Sissors J. Z. & Baron
6
R. B.
Philip Kotler and Kevin 12
Lane Keller
F. Robert Dwyer,
John F. Tanner
Donald R. Lehmann,
4
Russel S. Winer
2007
25.
MKT4807
Agricultural Marketing
26.
MKT4809
Marketing for Services
27.
MKT4810
Export-Import Management
28.
MKT4811
Seminar in Marketing
29.
MKT4812
Individual Research
30.
MKT4825
31.
Services Marketing: Integrating Customer
Focus Across the Firm
International and Export Management
Zeithaml V A, Bitner M
J
Album
Logistics in Retailing
Strategic Logistics Management
MKT4829
Marketing Decision Making
Quantitative Analysis for Management
James R. Stock &
Douglas M. Lambert
Barry Render
32.
MKT4831
Strategic Retail Planning
Retail Strategy, The view from the Bridge
Reynolds
33.
MKT4845
IMC Research
34.
MKT4846
IMC and Build Brand Equity
Managing Brand Equity
David A. Aaker
Strategic Brand Communication
Campaigns
Don E. Schultz and
Belth E. Barries
Learning from Case Studies
Geoff Easton
Prentice Hall
1982
Strategic Marketing Problems: Case &
Comments
Advertising Campaign Strategy: A Guide
to Marketing Communication Plans
Basic Marketing Research: A decision
making approach
SPSS Analysis without Anguish
Roger Kerin & Robert
Peterson
Parente, Donald
PearsonPrentice Hall
2007
35.
MKT4847
IMC Workshop
36.
MKT4848
Contemporary Issue in
Marketing
37.
MKT4849
IMC Campaign Planning
38.
MKT4855
Research in Marketing
Malhotra, Naresh K.
and Peterson, Mark
Coakes, Sheridan J.,
and Lyndall G. Steed
3
McGraw-Hill
2004
4
Prentice Hall
4
McGraw-Hill
2001
Elsevier
2003
1
Free Press
1991
5
NTC
Publishing
Group
9
2006
2
Prentice Hall
14
John Wiley and
Sons: Australia
2006
39.
MKT4857
40.
BM3821
Qualitative Research in
Marketing
Advertising
Contemporary Advertising
William F. Arens
10
McGraw-Hill