TRABALHOS ACADÉMICOS
Marketing
O Marketing é uma disciplina dinâmica que combina a criatividade, a análise de dados e a estratégia para ir de encontro às necessidades dos consumidores e para fortalecer as marcas. A bibliografia a seguir reúne alguns livros essenciais sobre o comportamento do consumidor, o branding, o marketing digital, a comunicação e estratégias empresariais. Essencial para profissionais e estudantes da área, esta seleção fornece insights valiosos sobre como construir e gerir as marcas em mercados altamente competitivos.
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
Aaker, D. A. (2011). Brand relevance: Making competitors irrelevant. Wiley.
Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership. Free Press.
Anderson, C. (2006). The long tail: Why the future of business is selling less of more. Hyperion.
Armstrong, G., & Kotler, P. (2020). Marketing: An introduction (14th ed.). Pearson.
Arnould, E., Price, L., & Zinkhan, G. (2004). Consumers. McGraw-Hill.
Bagozzi, R. P. (1994). Principles of marketing research. Blackwell.
Batra, R., Aaker, J. L., & Fournier, S. (2012). Brand love: Development and validation of a practical scale. Journal of Marketing Research, 49(6), 1-16.
Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill.
Berry, L. L. (1999). Discovering the soul of service: The nine drivers of sustainable business success. Free Press.
Berthon, P., Pitt, L., Parent, M., & Berthon, J. P. (2009). Aesthetics and ephemerality: Observing and preserving the luxury brand. California Management Review, 52(1), 45-66.
Borden, N. H. (1964). The concept of the marketing mix. Journal of Advertising Research, 4(2), 2-7.
Brown, S. (1995). Postmodern marketing. Routledge.
Burnett, J. J. (2020). Introducing marketing research: A new perspective. Wiley.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
Christensen, C. M., & Raynor, M. (2003). The innovator’s solution: Creating and sustaining successful growth. Harvard Business Review Press.
Chung, E., & Falbe, C. M. (2017). Strategic brand management: A practical approach. Routledge.
Clow, K. E., & Baack, D. (2018). Integrated advertising, promotion, and marketing communications (8th ed.). Pearson.
Cornelissen, J. P. (2020). Corporate communication: A guide to theory and practice (6th ed.). SAGE Publications.
Cova, B., Kozinets, R. V., & Shankar, A. (2012). Consumer tribes. Routledge.
Dahl, S. (2021). Social media marketing: Theories and applications (3rd ed.). SAGE Publications.
Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37-52.
De Chernatony, L., McDonald, M., & Wallace, E. (2011). Creating powerful brands (4th ed.). Routledge.
Ellwood, I. (2002). The essential brand book: Over 100 techniques to increase brand value. Kogan Page.
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131-157.
Esch, F.-R., Langner, T., & Bruhn, M. (2006). The relative impact of branding and marketing mix on consumer mindsets. Journal of Marketing, 70(4), 57-72.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
Gambetti, R. C., & Graffigna, G. (2011). The concept of engagement: A systematic analysis of the ongoing marketing debate. International Journal of Market Research, 53(4), 575-600.
Godin, S. (2005). All marketers are liars: The power of telling authentic stories in a low-trust world. Portfolio.
Godin, S. (2012). Purple cow: Transform your business by being remarkable (Updated ed.). Portfolio.
Grewal, D., & Levy, M. (2020). Marketing (7th ed.). McGraw-Hill.
Grönroos, C. (2007). Service management and marketing: Customer management in service competition (3rd ed.). Wiley.
Gupta, S. (2013). Driving digital strategy: A guide to reimagining your business. Harvard Business Review Press.
Hofmeyr, J., & Rice, B. (2000). Commitment-led marketing: The key to brand profits is in the customer’s mind. Wiley.
Hollensen, S. (2020). Global marketing (8th ed.). Pearson.
Hughes, M. (2013). Buzzmarketing: Get people to talk about your stuff. Portfolio.
Jackson, T. (2004). International luxury brand strategy. Palgrave Macmillan.
Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking (5th ed.). Kogan Page.
Kapferer, J.-N. (2015). Kapferer on luxury: How luxury brands can grow yet remain rare. Kogan Page.
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson.
Keller, K. L., & Swaminathan, V. (2019). Strategic brand management: Global edition (5th ed.). Pearson.
Kotler, P. (1967). Marketing management: Analysis, planning, and control. Prentice Hall.
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson.
Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. Wiley.
Levitt, T. (1960). Marketing myopia. Harvard Business Review, 38(4), 45-56.
McCarthy, E. J. (1960). Basic marketing: A managerial approach. Irwin.
McKenna, R. (1991). Relationship marketing: Successful strategies for the age of the customer. Addison-Wesley.
Meffert, H., Burmann, C., & Kirchgeorg, M. (2015). Marketing: Grundlagen marktorientierter Unternehmensführung (12th ed.). Springer.
Merz, M. A., He, Y., & Vargo, S. L. (2009). The evolving brand logic: A service-dominant logic perspective. Journal of the Academy of Marketing Science, 37(3), 328-344.
Moorman, C., & Rust, R. T. (1999). The role of marketing. Journal of Marketing, 63(4), 180-197.
Ries, A., & Trout, J. (1981). Positioning: The battle for your mind. McGraw-Hill.
Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2000). Driving customer equity: How customer lifetime value is reshaping corporate strategy. Free Press.
Solomon, M. R. (2022). Consumer behavior: Buying, having, and being (14th ed.). Pearson.
Tybout, A. M., & Calkins, T. (Eds.). (2005). Kellogg on branding: The marketing faculty of the Kellogg School of Management. Wiley.