PAÜ .:. Eğitim Öğretim Bilgi Sistemi

Course Information Course Learning Outcomes Course's Contribution To Program ECTS Workload Course Details

COURSE INFORMATION

Course Code	Course Title	L+P Hour	Semester	ECTS
ISY 633	DEVELOPMENT OF MARKETING PHILOSOPHY	3 + 0	1st Semester	10

COURSE DESCRIPTION

Course Level	Doctorate Degree
Course Type	Elective
Course Objective	Marketing is that phase of human activity that products economic want-satisfaction by matching consumers' needs and resources of business firms. From the firm's point of view consumer satisfaction is the result of its marketing strategy. Strategy is based on marketing philosophy and is derived from the analysis of consumers and their functional interrelationships with such market forces as economic conditions, competitors' actions, institutional change, and other environmental factors. The scope of marketing thought has evolved in line with the evolution of given factors. This course aims to introduce as such evolutionary changes of marketing thought.
Course Content	marketing philosophy, buyer and market behavior, marketing strategy, competitive marketing programs,
Prerequisites	No the prerequisite of lesson.
Corequisite	No the corequisite of lesson.
Mode of Delivery	Face to Face

COURSE LEARNING OUTCOMES

1	To comprehend the philosophy of marketing
2	learns to benefit from international marketing literature
3	To learn marketing strategy
4	To comprehend competitive marketing strategies

COURSE'S CONTRIBUTION TO PROGRAM

	PO 01	PO 02	PO 03	PO 04	PO 05	PO 06	PO 07
LO 001	1	5		1	1	1	5
LO 002	1	5		1	1	1	5
LO 003	1	5		1	1	1	5
LO 004	1	5		1	1	3	5
Sub Total	4	20		4	4	6	20
Contribution	1	5	0	1	1	2	5

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION

Activities	Quantity	Duration (Hour)	Total Work Load (Hour)
Course Duration (14 weeks/theoric+practical)	14	3	42
Hours for off-the-classroom study (Pre-study, practice)	14	5	70
Assignments	3	20	60
Mid-terms	1	25	25
Final examination	1	30	30
Presentation / Seminar Preparation	3	11	33
Total Work Load ECTS Credit of the Course			260 10

COURSE DETAILS

Select Year

	Course Term	No	Instructors
Details	2019-2020 Fall	1	AHMET BARDAKCI

Course Details

Course Code	Course Title	L+P Hour	Course Code	Language Of Instruction	Course Semester
ISY 633	DEVELOPMENT OF MARKETING PHILOSOPHY	3 + 0	1	Turkish	2019-2020 Fall

Course Coordinator	E-Mail	Phone Number	Course Location	Attendance
Prof. Dr. AHMET BARDAKCI	abardakci@pau.edu.tr		İİBF A0142	%

Goals		Marketing is that phase of human activity that products economic want-satisfaction by matching consumers' needs and resources of business firms. From the firm's point of view consumer satisfaction is the result of its marketing strategy. Strategy is based on marketing philosophy and is derived from the analysis of consumers and their functional interrelationships with such market forces as economic conditions, competitors' actions, institutional change, and other environmental factors. The scope of marketing thought has evolved in line with the evolution of given factors. This course aims to introduce as such evolutionary changes of marketing thought.
Content		marketing philosophy, buyer and market behavior, marketing strategy, competitive marketing programs,

Topics

Weeks	Topics
1	Becoming a Triad power: the new global Corporation
2	Broadening the Concept of Marketing
3	Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence
4	Marketing Is Everything
5	Marketing Myopia
6	The competitive advantage of nations
7	how competitive forces shapes strategy
8	The Concept of the Marketing Mix
9	The Cultural Relativity of organizational Practıces And Theorıes
10	The Four Faces Of Mass Customization
11	Marketing Success Through Differentiation—of Anything
12	Marketing Success Through Differentiation—of Anything
13	Marketing Success Through Differentiation—of Anything
14	Marketing Success Through Differentiation—of Anything

Materials

Materials are not specified.

Resources

Resources	Resources Language
Levitt T. (1960) "Marketing Myopia" Harvard Business Review July-August	English
Levitt T. (1983) "The Globalization of Markets" Harvard Business Review May-June	English
Webster F.E.(1992) "the changing role of marketing in the corporation", Journal of Marketing v.56 pp1-17	English
Katona G.(1953) "Rational Behaviour and Economic Behaviour", psychological review, September pp307-318	English
Belk R.W. (1975) "Situational Variables and Consumer Behaviour" Journal of Consumer Research, December, 157-164	English
Rogers E.M.(1976) "New Product Adoption and Diffusion" Journal of Consumer Research, v.2 March	English
Halley R.H.(1968) "Benefit Segmentation A Decision-Oriented Research Tool", Journal of Marketing, v.32 pp.30-35	English
Trout J. & Ries A.(1972) "positioning Cuts through Chaos in Marketplace", Advetirsing Age May 1	English
Abell D.E."Strategic Windows", Journal of marketing v.42	English
Porter m. E. (1979) "How Competitive Forces Shapes Strategy", Harvard Business Review, March-April	English
Day G.S., Shocker A.D. & Srivastava R.K (1979) “Customer Oriented Approaches To Identify Product Markets”, Journal Of Marketing V.43 Pp8-19	English
Parasuraman A., Zeithaml V.A And Berry L.L (1985) “A Conceptual Model Of Service Quality And Its Implications For Future Research”, Journal Of Marketing V.49 Pp.41-50	English
Borden N.H.(1964) “The Concept Of The Marketing Mix” Journal Of Advertising Research Pp2-7	English
Bucklin L.P (1963) “Retail Strategy And The Classification Of Goods” Journal Of Marketing, Pp.51-56	English
Smallwood J.E. (1973) “The Product Life Cycle: A Key To Strategic Marketing Planning”, MSU Business Topics, Winter Pp29-35	English
Lambkin M. And Day G.S. (1989) Evolutionary Processes In Competitive Markets: Beyond The Product Life Cycle”, Journal Of Marketing, V.53, Pp.4-20	English
Tellis G.J.(1986) “Beyond The Many Faces Of Price: An Integration Of Pricing Strategies”, Journal Of Marketing, V.50, Pp146-160	English
Levitt T. (1980)“Marketing Success Through Differentiation Of Anything” Harvard Business Review January-February 1980	English
Levitt T. (1960) "Marketing Myopia" Harvard Business Review July-August	English
Levitt T. (1983) "The Globalization of Markets" Harvard Business Review May-June	English
Webster F.E.(1992) "the changing role of marketing in the corporation", Journal of Marketing v.56 pp1-17	English
Katona G.(1953) "Rational Behaviour and Economic Behaviour", psychological review, September pp307-318	English
Belk R.W. (1975) "Situational Variables and Consumer Behaviour" Journal of Consumer Research, December, 157-164	English
Rogers E.M.(1976) "New Product Adoption and Diffusion" Journal of Consumer Research, v.2 March	English
Halley R.H.(1968) "Benefit Segmentation A Decision-Oriented Research Tool", Journal of Marketing, v.32 pp.30-35	English
Trout J. & Ries A.(1972) "positioning Cuts through Chaos in Marketplace", Advetirsing Age May 1	English
Abell D.E."Strategic Windows", Journal of marketing v.42	English
Porter m. E. (1979) "How Competitive Forces Shapes Strategy", Harvard Business Review, March-April	English
Day G.S., Shocker A.D. & Srivastava R.K (1979) “Customer Oriented Approaches To Identify Product Markets”, Journal Of Marketing V.43 Pp8-19	English
Parasuraman A., Zeithaml V.A And Berry L.L (1985) “A Conceptual Model Of Service Quality And Its Implications For Future Research”, Journal Of Marketing V.49 Pp.41-50	English
Borden N.H.(1964) “The Concept Of The Marketing Mix” Journal Of Advertising Research Pp2-7	English
Bucklin L.P (1963) “Retail Strategy And The Classification Of Goods” Journal Of Marketing, Pp.51-56	English
Smallwood J.E. (1973) “The Product Life Cycle: A Key To Strategic Marketing Planning”, MSU Business Topics, Winter Pp29-35	English
Lambkin M. And Day G.S. (1989) Evolutionary Processes In Competitive Markets: Beyond The Product Life Cycle”, Journal Of Marketing, V.53, Pp.4-20	English
Tellis G.J.(1986) “Beyond The Many Faces Of Price: An Integration Of Pricing Strategies”, Journal Of Marketing, V.50, Pp146-160	English
Levitt T. (1980)“Marketing Success Through Differentiation Of Anything” Harvard Business Review January-February 1980	English
Levitt T. (1960) "Marketing Myopia" Harvard Business Review July-August	English
Levitt T. (1983) "The Globalization of Markets" Harvard Business Review May-June	English
Webster F.E.(1992) "the changing role of marketing in the corporation", Journal of Marketing v.56 pp1-17	English
Katona G.(1953) "Rational Behaviour and Economic Behaviour", psychological review, September pp307-318	English
Belk R.W. (1975) "Situational Variables and Consumer Behaviour" Journal of Consumer Research, December, 157-164	English
Rogers E.M.(1976) "New Product Adoption and Diffusion" Journal of Consumer Research, v.2 March	English
Halley R.H.(1968) "Benefit Segmentation A Decision-Oriented Research Tool", Journal of Marketing, v.32 pp.30-35	English
Trout J. & Ries A.(1972) "positioning Cuts through Chaos in Marketplace", Advetirsing Age May 1	English
Abell D.E."Strategic Windows", Journal of marketing v.42	English
Porter m. E. (1979) "How Competitive Forces Shapes Strategy", Harvard Business Review, March-April	English
Day G.S., Shocker A.D. & Srivastava R.K (1979) “Customer Oriented Approaches To Identify Product Markets”, Journal Of Marketing V.43 Pp8-19	English
Parasuraman A., Zeithaml V.A And Berry L.L (1985) “A Conceptual Model Of Service Quality And Its Implications For Future Research”, Journal Of Marketing V.49 Pp.41-50	English
Borden N.H.(1964) “The Concept Of The Marketing Mix” Journal Of Advertising Research Pp2-7	English
Bucklin L.P (1963) “Retail Strategy And The Classification Of Goods” Journal Of Marketing, Pp.51-56	English
Smallwood J.E. (1973) “The Product Life Cycle: A Key To Strategic Marketing Planning”, MSU Business Topics, Winter Pp29-35	English
Lambkin M. And Day G.S. (1989) Evolutionary Processes In Competitive Markets: Beyond The Product Life Cycle”, Journal Of Marketing, V.53, Pp.4-20	English
Tellis G.J.(1986) “Beyond The Many Faces Of Price: An Integration Of Pricing Strategies”, Journal Of Marketing, V.50, Pp146-160	English
Levitt T. (1980)“Marketing Success Through Differentiation Of Anything” Harvard Business Review January-February 1980	English
Levitt T. (1960) "Marketing Myopia" Harvard Business Review July-August	English
Levitt T. (1983) "The Globalization of Markets" Harvard Business Review May-June	English
Webster F.E.(1992) "the changing role of marketing in the corporation", Journal of Marketing v.56 pp1-17	English
Katona G.(1953) "Rational Behaviour and Economic Behaviour", psychological review, September pp307-318	English
Belk R.W. (1975) "Situational Variables and Consumer Behaviour" Journal of Consumer Research, December, 157-164	English
Rogers E.M.(1976) "New Product Adoption and Diffusion" Journal of Consumer Research, v.2 March	English
Halley R.H.(1968) "Benefit Segmentation A Decision-Oriented Research Tool", Journal of Marketing, v.32 pp.30-35	English
Trout J. & Ries A.(1972) "positioning Cuts through Chaos in Marketplace", Advetirsing Age May 1	English
Abell D.E."Strategic Windows", Journal of marketing v.42	English
Porter m. E. (1979) "How Competitive Forces Shapes Strategy", Harvard Business Review, March-April	English
Day G.S., Shocker A.D. & Srivastava R.K (1979) “Customer Oriented Approaches To Identify Product Markets”, Journal Of Marketing V.43 Pp8-19	English
Parasuraman A., Zeithaml V.A And Berry L.L (1985) “A Conceptual Model Of Service Quality And Its Implications For Future Research”, Journal Of Marketing V.49 Pp.41-50	English
Borden N.H.(1964) “The Concept Of The Marketing Mix” Journal Of Advertising Research Pp2-7	English
Bucklin L.P (1963) “Retail Strategy And The Classification Of Goods” Journal Of Marketing, Pp.51-56	English
Smallwood J.E. (1973) “The Product Life Cycle: A Key To Strategic Marketing Planning”, MSU Business Topics, Winter Pp29-35	English
Lambkin M. And Day G.S. (1989) Evolutionary Processes In Competitive Markets: Beyond The Product Life Cycle”, Journal Of Marketing, V.53, Pp.4-20	English
Tellis G.J.(1986) “Beyond The Many Faces Of Price: An Integration Of Pricing Strategies”, Journal Of Marketing, V.50, Pp146-160	English
Levitt T. (1980)“Marketing Success Through Differentiation Of Anything” Harvard Business Review January-February 1980	English
Levitt T. (1960) "Marketing Myopia" Harvard Business Review July-August	English
Levitt T. (1983) "The Globalization of Markets" Harvard Business Review May-June	English
Webster F.E.(1992) "the changing role of marketing in the corporation", Journal of Marketing v.56 pp1-17	English
Katona G.(1953) "Rational Behaviour and Economic Behaviour", psychological review, September pp307-318	English
Belk R.W. (1975) "Situational Variables and Consumer Behaviour" Journal of Consumer Research, December, 157-164	English
Rogers E.M.(1976) "New Product Adoption and Diffusion" Journal of Consumer Research, v.2 March	English
Halley R.H.(1968) "Benefit Segmentation A Decision-Oriented Research Tool", Journal of Marketing, v.32 pp.30-35	English
Trout J. & Ries A.(1972) "positioning Cuts through Chaos in Marketplace", Advetirsing Age May 1	English
Abell D.E."Strategic Windows", Journal of marketing v.42	English
Porter m. E. (1979) "How Competitive Forces Shapes Strategy", Harvard Business Review, March-April	English
Day G.S., Shocker A.D. & Srivastava R.K (1979) “Customer Oriented Approaches To Identify Product Markets”, Journal Of Marketing V.43 Pp8-19	English
Parasuraman A., Zeithaml V.A And Berry L.L (1985) “A Conceptual Model Of Service Quality And Its Implications For Future Research”, Journal Of Marketing V.49 Pp.41-50	English
Borden N.H.(1964) “The Concept Of The Marketing Mix” Journal Of Advertising Research Pp2-7	English
Bucklin L.P (1963) “Retail Strategy And The Classification Of Goods” Journal Of Marketing, Pp.51-56	English
Smallwood J.E. (1973) “The Product Life Cycle: A Key To Strategic Marketing Planning”, MSU Business Topics, Winter Pp29-35	English
Lambkin M. And Day G.S. (1989) Evolutionary Processes In Competitive Markets: Beyond The Product Life Cycle”, Journal Of Marketing, V.53, Pp.4-20	English
Tellis G.J.(1986) “Beyond The Many Faces Of Price: An Integration Of Pricing Strategies”, Journal Of Marketing, V.50, Pp146-160	English
Levitt T. (1980)“Marketing Success Through Differentiation Of Anything” Harvard Business Review January-February 1980	English
Levitt T. (1960) "Marketing Myopia" Harvard Business Review July-August	English
Levitt T. (1983) "The Globalization of Markets" Harvard Business Review May-June	English
Webster F.E.(1992) "the changing role of marketing in the corporation", Journal of Marketing v.56 pp1-17	English
Katona G.(1953) "Rational Behaviour and Economic Behaviour", psychological review, September pp307-318	English
Belk R.W. (1975) "Situational Variables and Consumer Behaviour" Journal of Consumer Research, December, 157-164	English
Rogers E.M.(1976) "New Product Adoption and Diffusion" Journal of Consumer Research, v.2 March	English
Halley R.H.(1968) "Benefit Segmentation A Decision-Oriented Research Tool", Journal of Marketing, v.32 pp.30-35	English
Trout J. & Ries A.(1972) "positioning Cuts through Chaos in Marketplace", Advetirsing Age May 1	English
Abell D.E."Strategic Windows", Journal of marketing v.42	English
Porter m. E. (1979) "How Competitive Forces Shapes Strategy", Harvard Business Review, March-April	English
Day G.S., Shocker A.D. & Srivastava R.K (1979) “Customer Oriented Approaches To Identify Product Markets”, Journal Of Marketing V.43 Pp8-19	English
Parasuraman A., Zeithaml V.A And Berry L.L (1985) “A Conceptual Model Of Service Quality And Its Implications For Future Research”, Journal Of Marketing V.49 Pp.41-50	English
Borden N.H.(1964) “The Concept Of The Marketing Mix” Journal Of Advertising Research Pp2-7	English
Bucklin L.P (1963) “Retail Strategy And The Classification Of Goods” Journal Of Marketing, Pp.51-56	English
Smallwood J.E. (1973) “The Product Life Cycle: A Key To Strategic Marketing Planning”, MSU Business Topics, Winter Pp29-35	English
Lambkin M. And Day G.S. (1989) Evolutionary Processes In Competitive Markets: Beyond The Product Life Cycle”, Journal Of Marketing, V.53, Pp.4-20	English
Tellis G.J.(1986) “Beyond The Many Faces Of Price: An Integration Of Pricing Strategies”, Journal Of Marketing, V.50, Pp146-160	English
Levitt T. (1980)“Marketing Success Through Differentiation Of Anything” Harvard Business Review January-February 1980	English
Levitt T. (1960) "Marketing Myopia" Harvard Business Review July-August	English
Levitt T. (1983) "The Globalization of Markets" Harvard Business Review May-June	English
Webster F.E.(1992) "the changing role of marketing in the corporation", Journal of Marketing v.56 pp1-17	English
Katona G.(1953) "Rational Behaviour and Economic Behaviour", psychological review, September pp307-318	English
Belk R.W. (1975) "Situational Variables and Consumer Behaviour" Journal of Consumer Research, December, 157-164	English
Rogers E.M.(1976) "New Product Adoption and Diffusion" Journal of Consumer Research, v.2 March	English
Halley R.H.(1968) "Benefit Segmentation A Decision-Oriented Research Tool", Journal of Marketing, v.32 pp.30-35	English
Trout J. & Ries A.(1972) "positioning Cuts through Chaos in Marketplace", Advetirsing Age May 1	English
Abell D.E."Strategic Windows", Journal of marketing v.42	English
Porter m. E. (1979) "How Competitive Forces Shapes Strategy", Harvard Business Review, March-April	English
Day G.S., Shocker A.D. & Srivastava R.K (1979) “Customer Oriented Approaches To Identify Product Markets”, Journal Of Marketing V.43 Pp8-19	English
Parasuraman A., Zeithaml V.A And Berry L.L (1985) “A Conceptual Model Of Service Quality And Its Implications For Future Research”, Journal Of Marketing V.49 Pp.41-50	English
Borden N.H.(1964) “The Concept Of The Marketing Mix” Journal Of Advertising Research Pp2-7	English
Bucklin L.P (1963) “Retail Strategy And The Classification Of Goods” Journal Of Marketing, Pp.51-56	English
Smallwood J.E. (1973) “The Product Life Cycle: A Key To Strategic Marketing Planning”, MSU Business Topics, Winter Pp29-35	English
Lambkin M. And Day G.S. (1989) Evolutionary Processes In Competitive Markets: Beyond The Product Life Cycle”, Journal Of Marketing, V.53, Pp.4-20	English
Tellis G.J.(1986) “Beyond The Many Faces Of Price: An Integration Of Pricing Strategies”, Journal Of Marketing, V.50, Pp146-160	English
Levitt T. (1980)“Marketing Success Through Differentiation Of Anything” Harvard Business Review January-February 1980	English
Levitt T. (1960) "Marketing Myopia" Harvard Business Review July-August	English
Levitt T. (1983) "The Globalization of Markets" Harvard Business Review May-June	English
Webster F.E.(1992) "the changing role of marketing in the corporation", Journal of Marketing v.56 pp1-17	English
Katona G.(1953) "Rational Behaviour and Economic Behaviour", psychological review, September pp307-318	English
Belk R.W. (1975) "Situational Variables and Consumer Behaviour" Journal of Consumer Research, December, 157-164	English
Rogers E.M.(1976) "New Product Adoption and Diffusion" Journal of Consumer Research, v.2 March	English
Halley R.H.(1968) "Benefit Segmentation A Decision-Oriented Research Tool", Journal of Marketing, v.32 pp.30-35	English
Trout J. & Ries A.(1972) "positioning Cuts through Chaos in Marketplace", Advetirsing Age May 1	English
Abell D.E."Strategic Windows", Journal of marketing v.42	English
Porter m. E. (1979) "How Competitive Forces Shapes Strategy", Harvard Business Review, March-April	English
Day G.S., Shocker A.D. & Srivastava R.K (1979) “Customer Oriented Approaches To Identify Product Markets”, Journal Of Marketing V.43 Pp8-19	English
Parasuraman A., Zeithaml V.A And Berry L.L (1985) “A Conceptual Model Of Service Quality And Its Implications For Future Research”, Journal Of Marketing V.49 Pp.41-50	English
Borden N.H.(1964) “The Concept Of The Marketing Mix” Journal Of Advertising Research Pp2-7	English
Bucklin L.P (1963) “Retail Strategy And The Classification Of Goods” Journal Of Marketing, Pp.51-56	English
Smallwood J.E. (1973) “The Product Life Cycle: A Key To Strategic Marketing Planning”, MSU Business Topics, Winter Pp29-35	English
Lambkin M. And Day G.S. (1989) Evolutionary Processes In Competitive Markets: Beyond The Product Life Cycle”, Journal Of Marketing, V.53, Pp.4-20	English
Tellis G.J.(1986) “Beyond The Many Faces Of Price: An Integration Of Pricing Strategies”, Journal Of Marketing, V.50, Pp146-160	English
Levitt T. (1980)“Marketing Success Through Differentiation Of Anything” Harvard Business Review January-February 1980	English
Levitt T. (1960) "Marketing Myopia" Harvard Business Review July-August	English
Levitt T. (1983) "The Globalization of Markets" Harvard Business Review May-June	English
Webster F.E.(1992) "the changing role of marketing in the corporation", Journal of Marketing v.56 pp1-17	English
Katona G.(1953) "Rational Behaviour and Economic Behaviour", psychological review, September pp307-318	English
Belk R.W. (1975) "Situational Variables and Consumer Behaviour" Journal of Consumer Research, December, 157-164	English
Rogers E.M.(1976) "New Product Adoption and Diffusion" Journal of Consumer Research, v.2 March	English
Halley R.H.(1968) "Benefit Segmentation A Decision-Oriented Research Tool", Journal of Marketing, v.32 pp.30-35	English
Trout J. & Ries A.(1972) "positioning Cuts through Chaos in Marketplace", Advetirsing Age May 1	English
Abell D.E."Strategic Windows", Journal of marketing v.42	English
Porter m. E. (1979) "How Competitive Forces Shapes Strategy", Harvard Business Review, March-April	English
Day G.S., Shocker A.D. & Srivastava R.K (1979) “Customer Oriented Approaches To Identify Product Markets”, Journal Of Marketing V.43 Pp8-19	English
Parasuraman A., Zeithaml V.A And Berry L.L (1985) “A Conceptual Model Of Service Quality And Its Implications For Future Research”, Journal Of Marketing V.49 Pp.41-50	English
Borden N.H.(1964) “The Concept Of The Marketing Mix” Journal Of Advertising Research Pp2-7	English
Bucklin L.P (1963) “Retail Strategy And The Classification Of Goods” Journal Of Marketing, Pp.51-56	English
Smallwood J.E. (1973) “The Product Life Cycle: A Key To Strategic Marketing Planning”, MSU Business Topics, Winter Pp29-35	English
Lambkin M. And Day G.S. (1989) Evolutionary Processes In Competitive Markets: Beyond The Product Life Cycle”, Journal Of Marketing, V.53, Pp.4-20	English
Tellis G.J.(1986) “Beyond The Many Faces Of Price: An Integration Of Pricing Strategies”, Journal Of Marketing, V.50, Pp146-160	English
Levitt T. (1980)“Marketing Success Through Differentiation Of Anything” Harvard Business Review January-February 1980	English
Levitt T. (1960) "Marketing Myopia" Harvard Business Review July-August	English
Levitt T. (1983) "The Globalization of Markets" Harvard Business Review May-June	English
Webster F.E.(1992) "the changing role of marketing in the corporation", Journal of Marketing v.56 pp1-17	English
Katona G.(1953) "Rational Behaviour and Economic Behaviour", psychological review, September pp307-318	English
Belk R.W. (1975) "Situational Variables and Consumer Behaviour" Journal of Consumer Research, December, 157-164	English
Rogers E.M.(1976) "New Product Adoption and Diffusion" Journal of Consumer Research, v.2 March	English
Halley R.H.(1968) "Benefit Segmentation A Decision-Oriented Research Tool", Journal of Marketing, v.32 pp.30-35	English
Trout J. & Ries A.(1972) "positioning Cuts through Chaos in Marketplace", Advetirsing Age May 1	English
Abell D.E."Strategic Windows", Journal of marketing v.42	English
Porter m. E. (1979) "How Competitive Forces Shapes Strategy", Harvard Business Review, March-April	English
Day G.S., Shocker A.D. & Srivastava R.K (1979) “Customer Oriented Approaches To Identify Product Markets”, Journal Of Marketing V.43 Pp8-19	English
Parasuraman A., Zeithaml V.A And Berry L.L (1985) “A Conceptual Model Of Service Quality And Its Implications For Future Research”, Journal Of Marketing V.49 Pp.41-50	English
Borden N.H.(1964) “The Concept Of The Marketing Mix” Journal Of Advertising Research Pp2-7	English
Bucklin L.P (1963) “Retail Strategy And The Classification Of Goods” Journal Of Marketing, Pp.51-56	English
Smallwood J.E. (1973) “The Product Life Cycle: A Key To Strategic Marketing Planning”, MSU Business Topics, Winter Pp29-35	English
Lambkin M. And Day G.S. (1989) Evolutionary Processes In Competitive Markets: Beyond The Product Life Cycle”, Journal Of Marketing, V.53, Pp.4-20	English
Tellis G.J.(1986) “Beyond The Many Faces Of Price: An Integration Of Pricing Strategies”, Journal Of Marketing, V.50, Pp146-160	English
Levitt T. (1980)“Marketing Success Through Differentiation Of Anything” Harvard Business Review January-February 1980	English
Levitt T. (1960) "Marketing Myopia" Harvard Business Review July-August	English
Levitt T. (1983) "The Globalization of Markets" Harvard Business Review May-June	English
Webster F.E.(1992) "the changing role of marketing in the corporation", Journal of Marketing v.56 pp1-17	English
Katona G.(1953) "Rational Behaviour and Economic Behaviour", psychological review, September pp307-318	English
Belk R.W. (1975) "Situational Variables and Consumer Behaviour" Journal of Consumer Research, December, 157-164	English
Rogers E.M.(1976) "New Product Adoption and Diffusion" Journal of Consumer Research, v.2 March	English
Halley R.H.(1968) "Benefit Segmentation A Decision-Oriented Research Tool", Journal of Marketing, v.32 pp.30-35	English
Trout J. & Ries A.(1972) "positioning Cuts through Chaos in Marketplace", Advetirsing Age May 1	English
Abell D.E."Strategic Windows", Journal of marketing v.42	English
Porter m. E. (1979) "How Competitive Forces Shapes Strategy", Harvard Business Review, March-April	English
Day G.S., Shocker A.D. & Srivastava R.K (1979) “Customer Oriented Approaches To Identify Product Markets”, Journal Of Marketing V.43 Pp8-19	English
Parasuraman A., Zeithaml V.A And Berry L.L (1985) “A Conceptual Model Of Service Quality And Its Implications For Future Research”, Journal Of Marketing V.49 Pp.41-50	English
Borden N.H.(1964) “The Concept Of The Marketing Mix” Journal Of Advertising Research Pp2-7	English
Bucklin L.P (1963) “Retail Strategy And The Classification Of Goods” Journal Of Marketing, Pp.51-56	English
Smallwood J.E. (1973) “The Product Life Cycle: A Key To Strategic Marketing Planning”, MSU Business Topics, Winter Pp29-35	English
Lambkin M. And Day G.S. (1989) Evolutionary Processes In Competitive Markets: Beyond The Product Life Cycle”, Journal Of Marketing, V.53, Pp.4-20	English
Tellis G.J.(1986) “Beyond The Many Faces Of Price: An Integration Of Pricing Strategies”, Journal Of Marketing, V.50, Pp146-160	English
Levitt T. (1980)“Marketing Success Through Differentiation Of Anything” Harvard Business Review January-February 1980	English
Levitt T. (1960) "Marketing Myopia" Harvard Business Review July-August	English
Levitt T. (1983) "The Globalization of Markets" Harvard Business Review May-June	English
Webster F.E.(1992) "the changing role of marketing in the corporation", Journal of Marketing v.56 pp1-17	English
Katona G.(1953) "Rational Behaviour and Economic Behaviour", psychological review, September pp307-318	English
Belk R.W. (1975) "Situational Variables and Consumer Behaviour" Journal of Consumer Research, December, 157-164	English
Rogers E.M.(1976) "New Product Adoption and Diffusion" Journal of Consumer Research, v.2 March	English
Halley R.H.(1968) "Benefit Segmentation A Decision-Oriented Research Tool", Journal of Marketing, v.32 pp.30-35	English
Trout J. & Ries A.(1972) "positioning Cuts through Chaos in Marketplace", Advetirsing Age May 1	English
Abell D.E."Strategic Windows", Journal of marketing v.42	English
Porter m. E. (1979) "How Competitive Forces Shapes Strategy", Harvard Business Review, March-April	English
Day G.S., Shocker A.D. & Srivastava R.K (1979) “Customer Oriented Approaches To Identify Product Markets”, Journal Of Marketing V.43 Pp8-19	English
Parasuraman A., Zeithaml V.A And Berry L.L (1985) “A Conceptual Model Of Service Quality And Its Implications For Future Research”, Journal Of Marketing V.49 Pp.41-50	English
Borden N.H.(1964) “The Concept Of The Marketing Mix” Journal Of Advertising Research Pp2-7	English
Bucklin L.P (1963) “Retail Strategy And The Classification Of Goods” Journal Of Marketing, Pp.51-56	English
Smallwood J.E. (1973) “The Product Life Cycle: A Key To Strategic Marketing Planning”, MSU Business Topics, Winter Pp29-35	English
Lambkin M. And Day G.S. (1989) Evolutionary Processes In Competitive Markets: Beyond The Product Life Cycle”, Journal Of Marketing, V.53, Pp.4-20	English
Tellis G.J.(1986) “Beyond The Many Faces Of Price: An Integration Of Pricing Strategies”, Journal Of Marketing, V.50, Pp146-160	English
Levitt T. (1980)“Marketing Success Through Differentiation Of Anything” Harvard Business Review January-February 1980	English

Course Assessment

Assesment Methods	Percentage (%)	Assesment Methods Title
Final Exam	50	Final Exam
Midterm Exam	50	Midterm Exam

L+P: Lecture and Practice
PQ: Program Learning Outcomes
LO: Course Learning Outcomes

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