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Week - 1
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Intro-to-Course, Marketing as a Social Science |
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Week - 2
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1-Defining Marketing
2-Marketing-Philosophy or Function?
3-Domain of Marketing
4-The Role of Marketing and the Firm |
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Week - 3
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5-The Need for Theory in Marketing,
6-Marketing Theory,
7-On Rethinking Marketing: Our Discipline, Our Practice, Our Methods |
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Week - 4
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8-A Generic Concept of Marketing,
9-Marketing as Exchange, |
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Week - 5
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10-The progress of marketing from historical perspective to future
11-A History of Marketing Thought,
12-How Modern is Modern Marketing? Marketing’s Evolution and the Myth of the “Production Era”, Ronald A. Fullerton |
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Week - 6
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13-The Economic Basis of Marketing,
14-The Psychological Basis of Marketing,
15-The Sociological Basis of Marketing,
16-Cultural Aspects of Marketing,
17-Symbols for Sale |
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Week - 7
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18-Marketing-society Relationship,
19-An Institutional Aproach to Sustainable Marketing,
20-Marketing Ethics |
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Week - 8
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21-From Marketing Mix to Relational Marketing: Towards a Paradigm Shift in Marketing,,
22-Relationship Marketing as a Paradigm Shift: Some Conclusions from the 30R Approach,
23-Theorical Fundamentals of Relational Marketing: Interaction and Network Approaches |
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Week - 9
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24-The Theoretical and Philosophical Underpinnings of RelationalMarketing,
25-An Alternative View of Relationship Marketing: A Framework for Ethical Analysis, |
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Week - 10
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26-The Value Concept and Relational Marketing,
27-Conceptualising Value Co-Creation: A Journey to the1970s and Back to the Future,
28-The Co-Creative Practice of Forming a Value Proposition |
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Week - 11
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29-Exit Services Marketing-Enter Service Marketing,
30-Evolving to a New Dominant Logic for Marketing |
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Week - 12
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31-Consumer Equity in Relational Marketing,
32-Marketing Myopia,
33-Marketing: Convict or Savior of Global Crises? |
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Week - 13
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Overview of the Semester |
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