Recommended literature

One of the advantage of the online master's Marketing Management program is the opportunity to gain access to the lifelong learning platform, of which books are a part. They are a source of knowledge and inspiration for us, so with this list we open a new page of opportunities for immersion in the world of marketing for our applicants.

Igor V. Lipsits, Academic Supervisor of the Online Master’s Marketing Management program, recommends…

1) Marketing (edited by Prof. I.V. Lipsits). – GEOTAR-Media, 2012.

 2) Lipsits, Igor. Marketing for top managers. – Eksmo, 2007.

 3) Kotler, Philip et al. Fundamentals of Marketing. Second European edition. - Williams, 1998.

 4) Ambler Team. practical marketing. – Peter, 1999.

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1) Aaker, David A. How to beat the competition. We create a strong brand. – Peter, 2012.

 2) Aaker, David A. Strategic Market Management. – Peter, 2002.

 3) Ambler Team. practical marketing. – Peter, 1999.

 4) Ambler, Tim. Marketing and financial results. - Finance and statistics, 2003.

 5) Anderson, James K. et al. Sellers of Value. – Grebtsov Publisher, 2009.

 6) Barrera, Rick. Exceeding expectations. – Eksmo, 2007.

 7) Beckwith, Harry. Selling the invisible a guide to modern service marketing. - Alpina Business Books, 2004.

 8) Beckwith, Harry. Four Keys to Service Marketing. – Alpina Business Books, 2004.

 9) Burwise, Patrick, Meehan, Sean. Simply better. – Stockholm School of Economics in St. Petersburg, 2005.

 10) Igor Berezin. Marketing analysis. - Eksmo, 2002.

 11) Best, Roger. Marketing from the consumer. – Mann, Ivanov and Ferber, 2008.

 12) Boyett, Joseph, Boyett, Jimmy. Marketing Guru. - Eksmo, 2004.

 13) Bulanov A. Brand 2.0: from philosophy to practice. - OJSC Krasnaya Zvezda, 2014.

 14) Wertham, Kent, Fenwick, Jan. Digital Marketing. – Urayt, Alpina Publishers, 2010.

 15) Gaidaenko, T.A. Marketing management. - Eksmo. Mirbis, 2005.

 16) Gamble, P. et al. Consumer Relationship Marketing. - Pair press, 2001.

 17) Gordon, Ian H. Partnership Marketing. – Peter, 2001.

 18) Grant, John. 12 topics Marketing of the 21st century. – Peter, 2007.

 19) Davar N. Ideal marketing: What 98% of marketers forgot about. - – Alpina Publisher, 2015.

 20) Geoffrey, Mark. Data driven marketing. – Mann, Ivanov and Ferber, 2013.

 21) Dixon, Peter R. Marketing Management. - BINOM, 1998.

 22) Dixon M., Tomsag N., Delicy R. Always your customer: how to achieve loyalty by solving customer problems in one step. – Alpina Publisher, 2015.

 23) Doyle, Peter. Value driven marketing. – Peter, 2001.

 24) Doyle, Peter. Marketing management and strategies. – Peter, 2002.

 25) Docters, Robert J. Branding and pricing. - Top, 2005.

 26) Dolan, Robert J. Efficient Pricing. - Exam, 2005.

 27) Dooley, Roger. Neuromarketing. – Potpourri, 2013.

 28) Day, George. Strategic Marketing. – Eksmo-press, 2002.

 29) Zavgorodnyaya, A.A., Yampolskaya, D.O. Marketing planning. - Peter, 2002.

 30) Zyman, Sergio. The end of marketing as we know it. – Potpourri, 2003.

 31) Zaltman, Gerald. How consumers think. - Olma-press, 2010.

 32) Zeeman, Sergio. Shrimp or success. – Eksmo, 2006.

 33) Imshinetskaya, Oia. No discounts! – Phoenix, 2015.

 34) Cummins, Juliana. Sales promotion. How to run an effective promotional campaign. - INFRA-M, 2003.

 35) Keyningham, Timothy et al. Myths about marketing and consumer loyalty. - Kind book, 2007.

 36) Classics of marketing. – Peter, 2001.

 37) Clancy, Kevin J., Krieg, Peter. Anti-intuitive marketing. – Peter, 2006.

 38) Kobell, Klaus. Virtuoso marketing. – Alpina Business Books, 2004.

 39) Kobjöll, Klaus. Sincere service. - Alpina Business Books, 2009.

 40) Cortjens, Judy, Cortjens, Marcel. Trade wars. – Potpourri, 2005.

 41) Kotler, Philip et al. Marketing maneuvers. - Olymp business, 2003.

 42) Kotler, Philip et al. Marketing 3.0. – Eksmo, 2012.

 43) Kotler, Philip et al. Fundamentals of Marketing. Second European edition. - Williams, 1998.

 44) Kotler, Philip, Ferdando Trias de Bez. New marketing technologies. - Publishing house "Neva", 2004.

 45) Kotler, Philip, Sheff, Joan. All tickets are sold. Performing Arts Marketing Strategies. – Classics-XXI, 2004.

 46) Kotler, Philip. Marketing in the third millennium. - AST, 2001.

 47) Kotler, Philip. Marketing management. – Peter, 1998.

 48) Crevens, David. Strategic Marketing. - Williams, 2003.

 49) Kumar, Nirmalia. Marketing as a strategy. – Pretext, 2008.

 50) Calloway, Joe. Irreplaceable. How to become an integral part of the lives of your consumers. – Eksmo, 2007.

 51) Lovelock, Christopher. Service Marketing, fourth edition. – Williams, 2005.

 52) Lambin, Jean-Jacques. Market oriented management. Strategic and operational marketing. – Peter, 2007.

 53) Lenskold, James. Return on investment in marketing. – Peter, 2005.

 54) Linstrom, Martin. BUYOLOGY. A fascinating journey into the brain of the modern consumer. – EKSMO, 2010.

 55) Lipsits I.V. Pricing. - Yurayt, 2014.

 56) Lipsits, I.V., Vigdorchik, E.A. Marketing strategies for Russian companies. - ID SU HSE, 2006.

 57) Lipsits, Igor. Marketing for top managers. – Eksmo, 2007.

 58) McDonald, M., Dunbar, I. Market segmentation. - Business and service, 2002.

 59) Malcolm McDonald Marketing plans. - Technologies, 2004.

 60) Mann, Igor Marketing by 100%. – Mann, Ivanov and Ferber, 2005.

 61) Marketing (edited by prof. I.V. Lipsits). – GEOTAR-Media, 2012.

 62) Marketing "by word of mouth" ed. Justin Herbie and Paul Marsden. - Top, 2007.

 63) Marketing and brand management. – Alpina Business Books, 2007.

 64) Marketing management (under the editorship of I.V. Lipsits and O.K. Oyner). - Yurayt, 2015.

 65) Minister, Richard. The myth of market share. - Kind book, 2003.

 66) Moon, Youngmi. Get out of the crowd. – Career Press, 2012.

 67) It is necessary, Raymond. Living brands. – Grebennikov, 2009.

 68) Nagle, Thomas T. Strategy and tactics of pricing. – Peter, 2004.

 69) Newell, Frederick. Why CRM systems do not work. - Kind book, 2004.

 70) Euner, O.K. Marketing performance management. – Yurayt, 2011.

 71) Osenton, Vol. New technologies in marketing. The Golden Key to Consumer Loyalty. - Williams, 2003.

 72) O'Shaughnessy, J. Competitive Marketing. Strategic approach. – Peter, 2001.

 73) Peppers, Don, Rogers, Martha. Customer relationship management. – Mann, Ivanov and Ferber, 2006.

 74) Payne, Adrian. CRM guide. – Grebtsov Publisher, 2007.

 75) Rice, Al, Trout, Jack. Marketing Wars. – Peter, 2001.

 76) Reicheld, Fred. A book about real profits and real growth. – Generation, 2007.

 77) Rosenwald, Peter J. Profit-generating marketing. - GrossMedia, 2008.

 78) Simon, Herman et al. Market share and business death. - Top, 2008.

 79) Sutton, Dave, Klein, Vol. The New Science of Marketing. Marketing management of the enterprise. – Peter, 2004.

 80) Silverstein, Michael J., Fisk, Neil. Why pay more? New luxury for the middle class. – Alpina Business Books, 2004.

 81) Simon, Hermann. Selling in a Crisis. - Business psychologists, 2010.

 82) Slivotsky, Adrian and others. The profit zone. – Eksmo, 2006.

 83) Slivowsky, Adrian, Weber, Carl Demand Management. – Mann, Ivanov and Ferber, 2013.

 84) Slivowski, Adrian. Migration of value. – Mann, Ivanov, Ferber, 2006.

 85) Snyder, Tom, Kearns, Kevin. To hell with prices! Create value. – Mann, Ivanov and Ferber, 2008.

 86) Sokoloverov, Alexander. SMART or marketing management in a non-trivial way. – Buki Vedi, 2013.

 87) Stephenson, Roy. Marketing of financial services. - Top, 2007.

 88) Stone, Merlin et al. Consumer-oriented marketing. - Pair Press, 2003.

 89) Sunil Gupta, Donald R. Lehmann Gold Buyers. – Peter, 2007.

 90) Sewall, Carl, Brown, Paul. Clients for life. – Mann, Ivanov and Ferber, 2005.

 91) Tucker, Robert B. Innovation as a formula for growth. – Olymp business, 2006.

 92) Taylor, William, Labar, Pauley. Mavericks in action. – BestBusinessBooks, 2008.

 93) Marketing Theory (ed. Michael J. Baker). – Peter, 2002.

 94) Treindl, Arndt. Neuromarketing. Visualization of emotions. – Alpina Business Books, 2007.

 95) Wilson, Aubrey. Marketing audit. Balance, 2003.

 96) Winsor, John. On the other side of the brand. – Phoenix, 2005.

 97) Walker Jr., O. et al. Marketing strategy. - Top, 2006.

 98) Customer relationship management. – Alpina Business Books, 2007.

 99) Friedman, Lawrence J., Fury, Timothy R. New distribution channels are the main advantage of companies. – Eksmo, 2009.

 100) Hartley, Robert F. Mistakes and successes in marketing. - Williams, 2003.

 101) Huley, Graham et al. Marketing strategy and competitive positioning. – Balance Business Books, 2005.

 102) Hughes, Arthur M. Database Marketing. - Grebennikov, 2008.

 103) Chan Kim, W., Mauborgne, Rene. Blue ocean strategy. – HIPPO, 2005.

 104) Cheverton, Peter. Theory and practice of modern marketing. - Pair press, 2002.

 105) Kellogg School of Marketing (ed. D. Yacobucci). – Peter, 2002.106)

 107) Schmidt, Ruth A., Wright, Helen. Financial aspects of marketing. - Unity, 2000.

 108) Schneider, Giter I.G. Technology Marketing. – Janus-K, 2003.

 109) Shaw, Robert, Merrick, David. Profitable marketing. – I.D. "Maximum", 2007.