The links are for required readings found in the Walden databases ONLY. For all other readings, see your course resources.
Enter your myWalden user name and password at the prompt.
Einhorn, B., & Balfour, F. (2009, September 28). Pepsi’s web-smart thrust into China—Its promotions have made it the No. 1 cola in the mainland. BusinessWeek, 51.
Brønn, P. S. (2006). Building corporate brands through community involvement: Is it exportable? The case of the Ronald McDonald House in Norway. Journal of Marketing Communications 12(4), 309–320.
McKinney, B. C. (2006). Public relations in Vietnam: A six-year perspective. Public Relations Quarterly.
Kim, S., Haley, E., & Koo, G. (2009). Comparison of the paths from consumer involvement types to ad responses between corporate advertising and product advertising. Journal of Advertising, 38(3), 67–80.
Kay, D. (1997). Puzzles and protocols of international market research. Communications World, 14(1).
Brito, P. Q., & Hammond, K. (2007). Strategic versus tactical nature of sales promotions. Journal of Marketing Communications, 13(2), 131–148.
Charles, G. (2008, March 5). Big Mac is back. Marketing, 30.
Sinclair, J. (2008). Globalization and the advertising industry in China. Chinese Journal of Communication, 1(1), 77–90.
Optional or supplemental readings may or may not be available in the library. Find further information about optional readings here.
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