Aviso: Se está a ler esta mensagem, provavelmente, o browser que utiliza não é compatível com os "standards" recomendados pela W3C. Sugerimos vivamente que actualize o seu browser para ter uma melhor experiência de utilização deste "website". Mais informações em webstandards.org.

Warning: If you are reading this message, probably, your browser is not compliant with the standards recommended by the W3C. We suggest that you upgrade your browser to enjoy a better user experience of this website. More informations on webstandards.org.

Sub Menu
ISCTE-IUL  >  Ensino  >  MM

Gestão de Comunicação (2 º Sem 2017/2018)

Bibliografia

Básica

    Egan, J. (2015) Marketing Communications. 2nd Edition. Sage. 
    
    Engel, Blackwell and Miniard (1995). Consumer Behavior. Dryden Press.8th. Edition. 
    
    
    

Complementar

    Bowden; J. (2009), The Process Of Customer Engagement: A Conceptual Framework, Journal of Marketing Theory and Practice, 17(1), 63-74.
    
    Byrne, A., Whitehead, M. & Breen, S. (2003), The naked truth of celebrity endorsement, British Food Journal, 105(4), 288 - 296.
    
    De Bruyn, A., Lilien, G.L. (2008), A multi-stage model of word-of-mouth influence through viral marketing, Intern. J. of Research in Marketing, 25, 151-163.
    
    Engel, Warshaw and Kinnear (1994). Promotional Strategy. Irwin. 8th. Edition. 
    
    Kitchen, P. et al. (2004), The Emergence of IMC: A Theoretical Perspective, Journal of Advertising Research, March, 19 - 30.
    
    Keller, K.L. (2016). Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program? Journal of Advertising, 45(3), 286-301.
    
    Kotler, P. and Keller, K.L.(2012) Marketing Management, 14th. Edition. Prentice Hall: Upper Saddle River, New Jersey.
    
    Scott, D.M. (2015). The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. Wiley & Sons, New Jersey.