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.

* Игорь Липсиц (Igor Lipsits) включен Минюстом в список физлиц, выполняющих функции иностранного агента.