Bibliografia

Principal

• Lecture notes provided MKTG 6 edition by Carl McDaniel, Joe F. Hair & Charles W. Lamb (2012, Paperback) 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: :