Marketing and Communication References for MCOM4040 - Autumn 2017

This document serves as a comprehensive reference list for a marketing and communications coursework, specifically for the MCOM4040 module in Autumn 2017. It includes a variety of sources, such as books, journal articles, and online links covering crucial topics within the field. These topics include promotional strategies, communication channels, target audience analysis, the AIDA marketing model, and the marketing mix. The references cover a range of perspectives, from external stakeholders and internal practices to the impact of communication channels on message delivery and the significance of promotional mix strategies. The document is designed to support students in understanding the key concepts and theories related to marketing and communication, as well as to provide them with resources for further research and analysis. The references cover a range of perspectives, from external stakeholders and internal practices to the impact of communication channels on message delivery and the significance of promotional mix strategies.

MARKETING AND
COMMUNICATION

REFERENCES
Books and Journal
Aarrevaara, T., Wikström, J. and Maassen, P., 2017. External stakeholders and internal practices
in departments of teacher education at European universities. Higher Education
Quarterly. 76(3). pp.251-262.
Al-Khateeb, T.T. and Al-Hazmi, N.M., 2017. Obstacles to promotional mix for tourism in the
Kingdom of Saudi Arabia: an applied study on Al-Kharj governorate. Aktual'ni Problemy
Ekonomiky= Actual Problems in Economics. 1542(187). pp.20-28.
Aziz, A. and et.al., 2013. Systems and methods for detecting communication channels of bots.
U.S. Patent.
Barua, A. and et.al., 2017. New Trend of Promotional Strategies in Bangladesh: A Study on the
Acceptance and Influence of Product Placement from Consumers’ Standpoint. Global
Journal of Management And Business Research. 9(5). pp.78-89.
Belch, G.E. and et.al., 2014. Advertising: An integrated marketing communication perspective.
McGraw-Hill Education.
Berger, J. and Iyengar, R., 2013. Communication channels and word of mouth: How the medium
shapes the message. Journal of Consumer Research. 78(3). pp.567-579.
Hammerschmid and et.al., 2013. Internal and external use of performance information in public
organizations: results from an international survey. Public Money & Management. 7(4).
pp.261-268.
Rawal, P., 2013. AIDA Marketing Communication Model: Stimulating a purchase decision in the
minds of the consumers through a linear progression of steps. International Journal of
Multidisciplinary Research in Social & Management Sciences. 78(1). pp.37-44.
Online links
Marketing and Communication:
https://www.ebsglobal.net/EBS/media/EBS/PDFs/Marketing-Communications-Course-
Taster.pdf
Internal and External Stakeholders:

https://courses.lumenlearning.com/boundless-accounting/chapter/overview-of-key-
elements-of-the-business/
http://study.com/academy/lesson/internal-external-stakeholders-definition-examples.html
Promotional mix strategies:
http://shodhganga.inflibnet.ac.in/bitstream/10603/34310/11/11_chapter4.pdf
Significance of Promotional mix strategies:
http://study.com/academy/lesson/the-promotional-mix-target-markets-buying-decisions-
more.html
http://smallbusiness.chron.com/role-promotion-mix-61417.html
Communication channels:
https://www.tutorialspoint.com/management_concepts/pdf/communication_channels.pdf
https://dinfos.blackboard.com/bbcswebdav/library/Library%20Content/Public%20Affairs%20-
%20PALD/Communication%20Channels.pdf
Target Audience:
https://unltd.org.uk/wp-content/uploads/2012/12/theme-6.pdf
https://uni.edu/~schragec/Chapter%2018.pdf
AIDA:
https://www.mindtools.com/pages/article/AIDA.htm
https://www.thebalance.com/get-to-know-and-use-aida-39273