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MRKT 6170 Brand and Product Management: 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.

MRKT 6170 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.

Aaker, D. (2006), "Brand Portfolio Strategy", Strategic Direction, Vol. 22 No. 10. 

Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 108–120. 

Akbari, M., Mehrali, M., SeyyedAmiri, N., Rezaei, N. and Pourjam, A. (2019). Corporate social responsibility, customer loyalty and brand positioning. Social Responsibility Journal

Biscaia, R., Trail, G., Ross, S. and Yoshida, M. (2017). A model bridging team brand experience and sponsorship brand experience. International Journal of Sports Marketing and Sponsorship, Vol. 18 No. 4, pp. 380-399. 

Chisa, E. (2014). Evolution of the product manager. Communications of the ACM, 57(11), 48–52.

Close Scheinbaum, A., Lacey, R. and Drumwright, M. (2019). Social responsibility and event-sponsor portfolio fit. European Journal of Marketing, Vol. 53 No. 2, pp. 138-163. 

Damoiseau, Y., Black, W. and Raggio, R. (2011). Brand creation vs acquisition in portfolio expansion strategy. Journal of Product & Brand Management, Vol. 20 No. 4, pp. 268-281. 

Enquist, B. and Sebhatu, S. (2018). Service innovation, sustainability and quality meeting city challenges in the age of accelerations. International Journal of Quality and Service Sciences, Vol. 10 No. 4, pp. 431-446. 

Grantham, L. M. (1997). The validity of the product life cycle in the high-tech industry. Marketing Intelligence & Planning, 15(1), 4-10. 

Hakim, A. M. (2011). A new model for socially responsible brand management. Journal of Brand Management, 18(9), 650–658.

Hao, A. (2012), "From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands", Journal of Product & Brand Management, Vol. 21 No. 4, pp. 303-304. 

Hartmann, P., Apaolaza Ibáñez, V. & Forcada Sainz, F. (2005). Green branding effects on attitude: functional versus emotional positioning strategies. Marketing Intelligence & Planning, Vol. 23 No. 1, pp. 9-29. 

Keller, K. L. (2010). Brand equity management in a multichannel, multimedia retail environment. Journal of Interactive Marketing, 24(2), 58–70.

Prajapati, V., & Dureja, H. (2012). Product lifecycle management in pharmaceuticals. Journal of Medical Marketing, 12(3), 150–158. 

Srinivasanm V., Su Park, C., Change, D. R. (2005). An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources.Management Science. Vol. 51, Issue 9, Pages 1433-1448. 

Strieter, J., Gupta, A., Raj, S. and Wilemon, D. (1997), "Product management and the marketing of financial services", Journal of Services Marketing, Vol. 11 No. 2, pp. 128-149. 

Watkins, B. (2014). An integrated approach to sports branding: Examining the influence of social media on brand outcomes. International Journal of Integrated Marketing Communications, 6(2), 30–40. 

Zamparini, A., Lurati, F. and Illia, L. (2010). Auditing the identity of regional wine brands: the case of Swiss Merlot Ticino. International Journal of Wine Business Research, Vol. 22 No. 4, pp. 386-405. 


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