KABARAK UNIVERSITY

PhD BUSINESS ADMINISTRATION

MARKETING MANAGEMENT
1. Scope and nature of marketing management; Core concepts of marketing, marketing
management tasks, Role of marketing to the society and to individual organization,
marketing management philosophies
Text Books and Journals
a) Kotler, P.& Keller, K.L., (2015).Marketing Management.(15th Ed.)London: PearsonPrentice Hall. ISBN-10: 0133856461 ISBN-13: 978-0133856460
b) Jobber, D., (2012).Principles and Practice of Marketing.(7th Ed.),New York:
McGraw Hill, ASIN: B00BUS2QJY.
c) Johnston, W.M.& Marshall, W.G., (2013).Sales Force Management: Leadership,
Innovation, Technology.(11th Ed.). New York: McGraw Hill.ISBN-10:0415534623
ISBN-13: 978-0415534628
d) Industrial marketing management journal ISSN 0019-8501
e) Journal of business and industrial marketing ISSN 0885-8624
2. Scanning marketing environment; Macro forces- Political/ legal, economic, socio-cultural,
technological, Micro forces within an organization
Text Books and Journals
a) Kotler, P.& Keller, K.L., (2015).Marketing Management.(15th Ed.)London:
Pearson- Prentice HallISBN-10: 0133856461 ISBN-13: 978-0133856460
b) Jobber, D., (2012).Principles and Practice of Marketing.(7th Ed.),New York:
McGraw Hill, ASIN: B00BUS2QJY.
c) Johnston, W.M.& Marshall, W.G., (2013).Sales Force Management: Leadership,
Innovation, Technology.(11th Ed.). New York: McGraw Hill.ISBN-10:0415534623
ISBN-13: 978-0415534628
d) Industrial marketing management journal ISSN 0019-8501
e) Journal of business and industrial marketing ISSN 0885-8624
3. Strategic marketing; Strategy Planning process, tools of developing marketing strategiesBCG matrix, Ansoffs matrix
Text Books and Journals
a) Kotler, P., & Chernev, A. (2012). Strategic Marketing Management (7th Ed.).
Cerebellum Press. ISBN-13 978-193652151, ISBN-10-19365215X.
b) Kotler, P., & Keller, K.L. (2011). Marketing Management (14th Ed.). Prentice Hall.
ISBN-13 978-0132102926, ISBN-10-0132102927.
c) Sorger, S. (2011). Marketing Planning. Prentice Hall. ISBN-13 978-132544702,
ISBN-10-132544709.
d) Industrial marketing management journal ISSN 0019-8501
e) Journal of business and industrial marketing ISSN 0885-8624
4. Marketing planning and control; Importance of marketing planning, Objectives of
marketing plans, Types of marketing plans, format of a marketing plan
Text Books and Journals
a) Chernev, A. (2012). The Marketing plan handbook (3rd Ed.). Cerebellum Press.
ISBN-13 978-1936572021, ISBN-10-1936572028.
b) William, P., & Cannon, J. (2011). Basic Marketing: A marketing strategy planning
approach. Mc Graw Hill. ISBN-13 978-0078028984, ISBN-10-0078028981.
c) Jain, S.C. (2009). Marketing: Planning and strategy (8th Ed.). Custom publishing.
ISBN-13 978-1426639174.
d) Journal of Consumer Policy ISSN 0168-7034
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e) Journal of Marketing ISSN 0022-2429

f) International Journal of marketing and Business ISSN 2277-484X
Marketing information systems and marketing research; Components of MIS, marketing
research process, Importance of marketing research, Demerits of marketing research
information
Text Books and Journals
a) Baker, S. (2014). Marketing Information System. Koros Press Ltd.ISBN-13 9781781637368,ISBN-10-1781637364.
b) Burns, A.C., & Bush, R.F. (2013). Marketing Research (7th Ed.).New York:
Amazon publishers. ISBN 13: 978-0133074673.
c) Aaker D.A., Kumar, V., Leone, P., & Day, G.S. (2012). Marketing research (11th
Ed.) New Jersey: John Wiley & Sons. ISBN 978-1-15663-6.
d) Journal of Information systems and technology ISSN 1807-1775.
e) Journal of marketing Research (American Marketing Association).
f) International journal of Management and Marketing research. ISSN 1933-3153.
Analysis of consumer behaviour; Models of consumer behaviour, Major factors influencing
consumer behaviours, Stages in consumer purchase process
Text Books and Journals
a) East, R. Wright, M.&Vanhuele, M. (2013).Consumer Behaviour: Applications in
Marketing, (2nd Ed.)SAGE Publications Ltd; ISBN-10: 1446211231 ISBN-13: 9781446211236
b) Solomon, M.R.(2012). Consumer Behavior (10thEd.)Prentice Hall; ISBN-10:
0132671840 ISBN-13: 978-0132671842
c) Schiffman, L. O'Cass, A.Paladino, A. &Carlson, J. (2014).Consumer Behaviour (6th
Ed.). Pearson Australia; ASIN: B00KVTEJI4
Developing the marketing mix; Product decisions and branding strategy, Pricing decisions,
Promotion decisions, Distribution decisions
Text Books and Journals
a) Kotler, P.& Keller, K.L., (2015).Marketing Management.(15th Ed.)London: PearsonPrentice Hall. ISBN-10: 0133856461 ISBN-13: 978-0133856460
b) Keller, K.L., (2012).Strategic Brand Management (4th Ed.). Prentice Hall. ISBN-13
978-0132664257, ISBN-10-0132664259.
c) Jobber, D., & Lancaster, G. (2015). Selling and sales management (10thEd.).
London:Pearson education. ISBN 9781292078007
d) Eagle,L., Czarnecka, B., & Lloyd, J. (2014). Marketing Communication. New
Jersey: Routledge. ISBN-13 978-0415507714, ISBN-10-0415507715.
e) Journal of Marketing practice ISSN 1355-2538
f) International Journal of marketing and Business ISSN 2277-484X
Global marketing; Importance of global marketing, Drivers and restraints globalization,
global marketing management orientations
Text Books and Journals
a) Keegan, W.J., (2013).Global marketing management, (8thEd.).New York: Amazon
publishers. ISBN-13: 978-0136157397
b) Maasaki, M.K. &Kristiaan, H, (2014).Global Marketing Management (6th Ed).
New York: Amazon publishers. ISBN-13: 978-1118466483
c) European Journal ofBusiness and Management ISSN 0263-2373
d) International Journal of Consumer Studies ISSN 1470-6423

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