Lecture notes provided
P. Doyle, (2000)?Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value?, Wiley and Sons, ISBN 0-471-87727-1
Compulsory Reading:
:
Secundária
S. Finkelstein (2003) ?Why Smart Executives Fail?, Penguin Group, ISBN 1-59184-010-4
?Corporate Reputation and Competitiveness?, Davies, G., Vinhas da Silva, R., Chun, R., Roper, S. (2002), Routledge
?Strategic Brand Management: Building, Measuring and Managing Brand Equity?, Second Edition, Kevin Keller, Pearson Education Limited
?Brand Management: A Theoretical and Practical Approach?, Rick Riezebos, Prentice-Hall
Suggested Reading:
: