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DDBA 8130 Marketing: Strategic Innovation in Globally Diverse Markets: Welcome & Course Readings

Welcome to your course guide

Please find your required library readings below. If you have problems with the links below, please contact the Library. If you have APA questions about these materials, please contact the Writing Center.

DDBA 8130 Course Readings

After clicking on a citation below, enter your myWalden user name and password at the prompt.

Please Ask a Librarian if you have any questions about the links.


Adekambi, S. A., Ingenbleek, P. T. M., & van Trijp, H. C. M. (2015). Integrating producers at the base of the pyramid with global markets: A market learning approach. Journal of International Marketing, 23(4), 44–63. Retrieved from

Ahn, M., & Wu, H. (2015). The art of nation branding. Public Organization Review, 15(1), 157–173. doi:10.1007/s11115-013-0255-6 

Alturki, H. A., & Fayyoumi, A. (2014). Knowing customers better: An experimentation of twit marketing in the e-commerce industry. International Journal of Advanced Corporate Learning, 7(2), 26–29. doi:10.3991/ijac.v7i2.3867

Ashill, N. J., & Jobber, D. (2014). The effects of the external environment on marketing decision-maker uncertainty. Journal of Marketing Management, 30(3–4), 268–294. doi:10.1080/0267257X.2013.811281

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. doi:10.1002/mar.20761

Berkley Jackson, J. (2014). The secret weapon of research. Marketing Insights, 26(4), 1–7. Retrieved from 

Byrne, J., & Gallagher, A. (2015). 10 easy steps to creating and managing your personal brand. Journal of Property Management, 80(3), 16–20. Retrieved from

Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. doi:10.1016/j.dss.2012.06.008

Edelman, B., & Brandi, W. (2015). Risk, information, and incentives in online affiliate marketing. Journal of Marketing Research (JMR), 52(1), 1–12. doi:10.1509/jmr.13.0472

Grigsby, M. (2015). Analytic choices about pricing insights. Marketing Insights, 27(2), 38–43. Retrieved from

Herm, S., & Möller, J. (2014). Brand identification by product design: The impact of evaluation mode and familiarity. Psychology & Marketing, 31(12), 1084–1095. doi:10.1002/mar.20755

Hudson, S., Huang, L., Roth, M., & Madden, T. (2016). The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27–41. doi:10.1016/j.ijresmar.2015.06.004

Javadi, E., Gebauer, J., & Mahoney, J. (2013). The impact of user interface design on idea integration in electronic brainstorming: An attention-based view. Journal of the Association for Information Systems, 14(1), 1–21. Retrieved from

Jayaram, D., Manrai, A. K., & Manrai, L. A. (2015). Effective use of marketing technology in Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile applications. Journal of Economics, Finance & Administrative Science, 20(39), 118–132. doi:10.1016/j.jefas.2015.07.001 

Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. M. (2016). Assessing performance outcomes in marketing. Journal of Marketing, 80(2), 1–20. doi:10.1509/jm.15.0287.

Khedher, M. (2015). A brand for everyone: Guidelines for personal brand managing. Journal of Global Business Issues, 9(1), 19–27. Retrieved from

King, R., Racherla, P., & Bush, V. (2014). What we know and don't know about online word-of-mouth: a review and synthesis of the literature. Journal of Interactive Marketing, 28(3), 167–183. doi:10.1016/j.intmar.2014.02.001

Kotler, P. (2011) Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4), 132–135. doi:10.1509/jmkg.75.4.132.

Kozinets, R. V., & Cerone, S. (2014). Between the suit and the selfie: Executives' lessons on the social 'micro-celebrity'. Gfk-Marketing Intelligence Review, 6(2), 21. doi:10.2478/gfkmir-2014-0093

Krajicek, D. (2015). A panel for every purchase. Marketing Insights, 27(1), 8–10. Retrieved from

Kumar, S., & Sharma, R. R. (2014). An empirical analysis of unsolicited commercial e-mail. Paradigm (09718907), 18(1), 1–19. doi:10.1177/0971890714540363

Liao, S., & Cheng, C. C. (2014). Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective. Journal of Business Research, 67(1), 2919–2925. doi:10.1016/j.jbusres.2012.10.001 

Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37–46. doi:10.1080/00913367.2014.934938.

Millson, M. R. (2015). Exploring the nonlinear impact of organizational integration on new product market success. Journal of Product Innovation Management, 32(2), 279–289. doi:10.1111/jpim.12243

Moise, D. (2015). Organizations communicating through events—Sponsorship. International Journal of Economic Practices & Theories, 5(4), 358–363. Retrieved from

Oh, H. J., Ozkaya, E., & LaRose, R. (2014). How does online social networking enhance life satisfaction? The relationships among online supportive interaction, affect, perceived social support, sense of community, and life satisfaction. Computers in Human Behavior, 30, 69–78. doi:10.1016/j.chb.2013.07.053

Puzakova, M., Kwak, H., & Bell, M. (2015). Beyond seeing McDonald’s fiesta menu: The role of accent in brand sincerity of ethnic products and brands. Journal of Advertising, 44(3), 219–231. doi:10.1080/00913367.2014.957367

Rex Yuxing, D., Ye, H., & Damangir, S. (2015). Leveraging trends in online searches for product features in market response modeling. Journal of Marketing, 79(1), 29–43. doi:10.1509/jm.12.0459

Riquelme, I. P., & Román, S. (2014). The influence of consumers’ cognitive and psychographic traits on perceived deception: A comparison between online and offline retailing contexts. Journal of Business Ethics, 119(3), 405–422. doi:10.1007/s10551-013-1628-z

Schroeder, J., Borgerson, J., & Zhiyan, W. (2014). A brand culture approach to brand literacy: Consumer co-creation and emerging Chinese luxury brands. Advances in Consumer Research, 42, 366–370. Retrieved from

Siahtiri, V., O'Cass, A., & Ngo, L. V. (2014). Exploring the roles of marketing and selling capabilities in delivering critical customer centric performance and brand performance outcomes for B2B firms. Journal of Strategic Marketing, 22(5), 379–395. doi:10.1080/0965254X.2013.876083

Singh, A. K., & Singhal, T. K. (2015). Impact of social media expressions on value perceptions and purchase intentions. Amity Business Review, 16(2), 32–40. Retrieved from

Sztojanov, E. (2015). Seven key challenges banks face with online marketing and how to effectively overcome them. International Journal of Economic Practices & Theories, 5(4), 389–398. Retrieved from

Talay, M. B., Townsend, J. D., & Yeniyurt, S. (2015). Global brand architecture position and market-based performance: The moderating role of culture. Journal of International Marketing, 23(2), 55–72. doi:10.1509/jim.13.0164

Van Heerde, H. J., Gijsenberg, M. J., Dekimpe, M. G., & Steenkamp, J. M. (2013). Price and advertising effectiveness over the business cycle. Journal of Marketing Research (JMR), 50(2), 177–193. doi:10.1509/jmr.10.0414

Verma, S. (2014). Online customer engagement through blogs in India. Journal of Internet Commerce, 13(3-4), 282–301. doi:10.1080/15332861.2014.961347

Yadav, M. S., & Pavlou, P. A. (2014). Marketing in computer-mediated environments: Research synthesis and new directions. Journal of Marketing, 78(1), 20–40. doi:10.1509/jm.12.0020

Yang, B., Kim, Y., & Yoo, C. (2013). The integrated mobile advertising model: The effects of technology-and emotion-based evaluations. Journal of Business Research, 66(9), 1345–1352. doi:10.1016/j.jbusres.2012.02.035




Other Readings

Optional or supplemental readings may or may not be available in the library. Find further information about optional readings here.

If you have questions about your required course textbooks, please contact Customer Care at