Endnotes and References
CASE 01
i Needs wants & Demands Kotler 15e. P 9
ii USP: the unique selling proposition (USP) or unique selling point is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. The USP states that such campaigns made unique propositions to customers that convinced them to switch brands. The term was developed by television advertising pioneer Rosser Reeves of Ted Bates & Company. Theodore Levitt, a professor at Harvard Business School, suggested that, “Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage.”[1] The term has been used to describe one’s “personal brand” in the marketplace.[2] Today, the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects.
iii Marketing Mix known as Product, Price, Place, Promotion defined by McCarthy as base marketing operational tools. https://en.wikipedia.org/wiki/Marketing_mix#McCarthy.27s_4_Ps
iv https://www.ibef.org/industry/indian-food-industry.aspx
v Ministry of Food Processing Industries (MoFPI), Agricultural and Processed Food Products Export Development Authority (APEDA), Media reports and Press Releases, Department of Industrial Policy and Promotion (DIPP), Press Information Bureau (PIB), Confederation of Indian Industries (CII),Union Budget 2016-17, Union Budget 2017–18Note: ! - A joint report by IIM-Calcutta and Academic Foundation, @- India Food Report 2016, # – Venture Intelligence report, ## - According to a joint study by the Associated Chambers of Commerce and Industry of India (ASSOCHAM) and TechSci Research
vi https://en.wikipedia.org/wiki/Mavalli_Tiffin_Room
vii Marketing Mix known as Product, Price Place Promotion defined by McCarthy as base marketing operational tools. https://en.wikipedia.org/wiki/Marketing_mix#McCarthy.27s_4_Ps
viii The Food Safety and Standards Authority of India (FSSAI) plans to invest around Rs 482 crore (US$ 72.3 million) to strengthen the food testing infrastructure in India, by upgrading 59 existing food testing laboratories and setting up 62 new mobile testing labs across the country.
ix https://www.mtrfoods.com/products/mtr-snackup
x http://www.marketing91.com/marketing-mix-mtr-foods/
xi http://www.marketing91.com/marketing-mix-mtr-foods/
CASE 02
CASE 03
2. http://www.livemint.com/Opinion/BL1QdKXjeyY3LKEclAxccJ/Of-free-trials-and-conversions.html
5. http://www.adweek.com/sponsored/conversational-commerce-improves-the-retail-customer-experience/
16. Iglesias,O., Singh,J. and Batista-Foguet, M.(2010). “Role of Brand Experience and Affective Commitment in Determining Brand Loyalty by Brand Management”, www.palgrave-journals.com/bm/ Vol. 18, 8, 570-582.
CASE 04
Adkins, A. (2015). Starbucks & Its Use of Technology. Smallbusiness. chron.com. Retrieved 19 April 2017, from http://smallbusiness.chron.com/starbucks-its-use-technology-28272.html
Anand, A. (2017). Meet Manmeet Vohra, the brain behind Starbucks’ massive growth in India : Featurephilia. Indiatoday.intoday.in. Retrieved 19 April 2017, from http://indiatoday.intoday.in/education/story/meet-starbucks-marketing-brain-growth-india/1/893957.html
Bamb, N. (2016). Starbucks, roasting data and brewing analytics!. www.linkedin.com. Retrieved 19 April 2017, from https://www.linkedin.com/pulse/starbucks-roasting-data-brewing-analytics-nigrah-bamb
Boulton, C. (2016). Starbucks’ CTO brews personalized experiences.CIO. Retrieved 19 April 2017, from http://www.cio.com/article/3050920/analytics/starbucks-cto-brews-personalized-experiences.html
Business Ethics and Compliance | Starbucks Coffee Company. (2017). Starbucks Coffee Company. Retrieved 19 April 2017, from http://www.starbucks.in/about-us/company-information/business-ethics-and-compliance
MIS- Starbucks. (2015). UKEssays. Retrieved 19 April 2017, from https://www.ukessays.com/essays/management/management-information-system-at-starbucks-management-essay.php
Privacy Statement | Starbucks Coffee Company. (2017). Starbucks Coffee Company. Retrieved 19 April 2017, from https://www.starbucks.co.uk/about-us/company-information/online-policies/privacy-statement
Starbucks. (2014). Starbucksinformationsystem.blogspot.in. Retrieved 19 April 2017, from http://starbucksinformationsystem.blogspot.in/2014/11/starbucks_10.html
Starbucks. (2017). www.statista.com. Retrieved 19 April 2017, from https://www.statista.com/topics/1246/starbucks/
Starbucks Coffee Company. (2017). Starbucks Coffee Company. Retrieved 19 April 2017, from http://www.starbucks.in/about-us
CASE 05
Bhasin, H. (2017). Marketing strategy of Amazon - Amazon marketing strategy. Marketing91. Retrieved 24 April 2017, from http://www.marketing91.com/marketing-strategy-of-amazon/
Introducing RACE: a practical framework to improve your digital marketing - Smart Insights Digital Marketing Advice. (2016). Smart Insights. Retrieved 24 April 2017, from http://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/
Madden, S. (2012). How Companies Like Amazon Use Big Data To Make You Love Them. Co.Design. Retrieved 24 April 2017, from https://www.fastcodesign.com/1669551/how-companies-like-amazon-use-big-data-to-make-you-love-them
Relationship Marketing for amazon.com - O2I. (2017). Outsource2india.com. Retrieved 24 April 2017, from https://www.outsource2india.com/kpo/samples/amazon-web-research.asp
Sen, S. (2014). Amazon India’s approach is to focus on long term: Amit Agarwal. Businesstoday.in. Retrieved 24 April 2017, from http://www.businesstoday.in/opinion/interviews/amazon-amit-agarwal-on-business-in-india/story/202791.html
Sen, S. (2016). How it made itself Indian: The amazing rise of Amazon in the country. http://www.hindustantimes.com/. Retrieved 24 April 2017, from http://www.hindustantimes.com/business-news/how-itmade-itself-indian-the-amazing-rise-of-amazon-in-the-country/story-YfyzGUuNVTAHEHHenNmxvO.html
Shah, S. (2016). What’s So Amazing About Amazon In India?. Seeking Alpha. Retrieved 24 April 2017, from https://seekingalpha.com/article/3959953-amazing-amazon-india
Ray, R., Litsa, T., DiSilvestro, A., Elliott, N., & Singer, A. (2013). 3 Things Amazon.com Can Teach Us About Marketing Automation | ClickZ. Clickz.com. Retrieved 24 April 2017, from https://www.clickz.com/3-things-amazon-com-can-teach-us-about-marketing-automation/35100/
Warrillow, J. (2015). The Surprising Way Companies Like Netflix and Amazon Do Market Research. Inc.com. Retrieved 24 April 2017, from https://www.inc.com/john-warrillow/the-surprising-way-companieslike-netflix-and-amazon-do-market-research.html
Youderian, A. (2017). How to Do Successful Amazon Market Research | eCommerceFuel. eCommerceFuel. Retrieved 24 April 2017, from http://www.ecommercefuel.com/amazon-market-research/
CASE 06
1. https://www.warc.com/Topics/consumer-research/consumer-attitudes
17. https://www.statista.com/statistics/255146/number-of-internet-users-in-india/
18. Ind, N., and Riondino, M. C. (2001). Branding on the web: A real revolution? Journal of Brand Management, 9(1), 8–19.
19. Yamaoka, T. (2004). The elements of customer advocacy marketing. Available at http://hdl.handle.net/1721.1/17877
CASE 07
1. http://zicom.com/page/company-profile
2. http://zicom.com/pramoudrao/
3. http://in.reuters.com/finance/stocks/companyProfile?symbol=ZICO.BO
6. http://www.business-standard.com/article/opinion/is-the-l1-tendersystem-the-best-105110901019_1.html
CASE 08
Abutaleb, Y. (2015). Modi trip gives Facebook, Google chance to press on Indian expansion. Reuters. Retrieved 24 April 2017, from http://www.reuters.com/article/us-usa-india-tech-idUSKCN0RN26D20150923
Challenges to Facebook International Strategy - The India Case. (2017). Internet Globalization News. Retrieved 24 April 2017, from http://blogalize.typepad.com/micro/2016/07/facebook-international-challenges.html
Chu, J. (2014). For Facebook, As India Goes, So Goes the World?. Fast Company. Retrieved 24 April 2017, from https://www.fastcompany.com/3031261/for-facebook-as-india-goes-so-goes-the-world
Forbes. (2016). Forbes.com. Retrieved 24 April 2017, from https://www.forbes.com/sites/greatspeculations/2016/04/14/why-is-facebook-entering-the-hyperlocal-services-market-in-india/#7a63e0391f71
Horwitz, J. (2015). The only way Facebook enters China is as a tool of the government. Quartz. Retrieved 24 April 2017, from https://qz.com/644588/the-only-way-facebook-enters-china-is-as-a-tool-ofthe-government/
Isaac, M. (2016). Facebook said to create censorship tool to get back Into China. CNBC. Retrieved 24 April 2017, from http://www.cnbc.com/2016/11/23/facebook-said-to-create-censorship-tool-to-getback-into-china.html
IANS. (2016). Facebook grants $40,000 to this Indian startup - Times of India. The Times of India. Retrieved 6 May 2017, from http://timesofindia.indiatimes.com/trend-tracking/Facebook-grants-40000-tothis-Indian-startup/articleshow/55724629.cms
Joishy, M. (2012). CASE STUDY: Successes and Challenges for Facebook in India. United States - India Monitor. Retrieved 24 April 2017, from https://usindiamonitor.com/2012/06/21/case-study-successesand-challenges-for-facebook-in-india/
Mathur, N. (2016). 73% of Indian SMBs are bullish about future: Facebook survey. http://www.livemint.com/. Retrieved 24 April 2017, from http://www.livemint.com/Consumer/K37MV9C8tpU4qgi7l0HRiP/Facebook-survey-shows-Indias-best-days-are-ahead.html
Nair, A., & Kashyap, S. (2016). How global technology businesses are breaking into the India market. YourStory.com. Retrieved 24 April 2017, from https://yourstory.com/2016/06/global-technology-businesses-india/
Thomas, T. (2016). Facebook nears 150 million users in India: Dan Neary. The Hindu Business Line. Retrieved 6 May 2017, from http://www.thehindubusinessline.com/info-tech/social-media/facebooknears-150-million-users-in-india-dan-neary/article8673625.ece
CASE 09
1 http://www.mahindra.com/Who-We-Are/How-We-Got-Here
2 http://www.mahindra.com/news-room/press-release/1308288714
3 http://www.icra.in/Files/ticker/PV-Industry-201103.pdf
4 https://en.wikipedia.org/wiki/Utility_vehicle
5 http://www.icra.in/Files/ticker/PV-Industry-201103.pdf
9 http://www.icra.in/Files/Articles/2010-January-PV-Note.pdf
CASE 10
1 Euro Monitor International Report on Breakfast Cereals in India (April 2015). Retrieved from http://www.euromonitor.com/breakfast-cereals-in-india/report. Accessed in November 2015.
2 Shukla, R, Sharma, V, TechnoPak Report on India Food Services Trends (2014) Retrieved from http://www.technopak.com/Files/breakfast-cereals-market-in-india.pdf. Accessed in November 2015.
4 Rogrigues, M (2012, June 9), Kellogg’s: From cornflakes to munchies, Economic Times. Retrived from http://articles.economictimes.indiatimes.com/2002-06-19/news/27331748_1_kellogg-india-cornflakes-breakfast-cereal, Accessed in November 2015
5 Kumar, R. (2012, April 5), Kellogg’s Nashta Is A Family Matter. Retrieved from http://pitchonnet.com/blog/2012/04/05/kelloggs-nashta-is-a-family-matter. Accessed in November 2015.
6 Iyer, L., Kumar, N.(2014, June), A Study Of Breakfast Habits Of Urban Indian Consumers, Research Journal of Economics and Business Studies, Vol. 3, No. 8. Retrieved from http://www.theinternationaljournal.org/ojs/index.php?journal=rjebs&page=article&op=view&path%5B%5D=3013
7 Haig, M, 2005. Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time. 1st ed.: Kogan Page. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.424.468&rep=rep1&type=pdf
8 Bolton, R.(2012, May 08), Are You Targeting a Phantom Market, Harvard Business Review, Retrieved from https://hbr.org/2012/05/areyou-targeting-a-phantom-in. Accessed in November 2015.
9 Kellogg’s Indian Experience: A Failed Launch, (2001). Retrieved from http://www.icmrindia.org/free%20resources/casestudies/Marketing%20freecasestudyp1.htm, Accessed in November 2015.
10 Sangameshwaran, P. ( 2004, June 7), Second Thoughts on the Indian consumer, Business Standard. Retrieved from http://www.busi-ness-standard.com/article/management/second-thoughts-on-the-indian-consumer-104060701131_1.html, Accessed in November 2015
11 Taneja, G., Girdhar, R., Gupta, N. (2012, July), Journal of Arts, Science and Commerce, Volume 3, Issue 3 Marketing Strategies of Global Brands In Indian Markets.
12 Gupta, V., Retrieved from https://vaibhavgnnugupta.files.wordpress.com/2012/01/marketing_sem1_group11_kellogs_final1.pdf
13 Sangameshwaran, P.(2008, February 5), Beyond breakfast, Business Standard. Retrieved from http://www.business-standard.com/article/management/beyond-breakfast-108020501018_1.html. Accessed in November 2015.
CASE 11
3 http://www.beiersdorf.com/about-us/our-profile/strategy
4 http://www.beiersdorf.com/about-us/our-profile/our-core-values
5 https://fontsinuse.com/uses/3170/nivea-redesigned-identity-and-packaging
6 http://marketingpractice.blogspot.in/2006/10/nivea-gentle-care.html
8 https://www.slideshare.net/nikitasanghvi/nivea-case-study-7545830
11 http://www.afaqs.com/news/story/31209_Nivea-Centennial-celebrations-for-the-Cr232me-de-la-Cr232me
14 Euromonitor Passport 2016
15 http://www.campaignindia.in/video/nivea-salutes-moms-touch-supports-mothers-in-need/423126
CASE 12
CASE 13
1 Pidilite Industries Ltd( 2017). 2016 annual report of Pidilite Industries Limited. Retrieved from http://www.pidilite.com/company/financial_reports/pdf/annual_report_121_1.pdf
2 Narayanan A. (2014).Pidilite. Origins, 58–63
3 Ken Research (2015). Ken Research: India Adhesives Market is Expected to Reach INR 88.2 Billion by FY’2020.Retrieved from http://www.newsvoir.com/release/ken-research-india-adhesives-market-isexpected-to-reach-inr-882-billion-by-fy2020-5784.html
4 Jubilant Industries (n.d.).In wood-working adhesives. Retrieved from http://www.jubilantindustries.com/woodworking-adhesives.html
5 Chatterjee, P.(2016, March 30). Asian Paints in distribution tie up with Henkel. The Hindu Business line. Retrieved from http://www.thehindubusinessline.com.
6 TechSci Research (2014, June). India furniture market forecast and opportunities. Retrieved from https://www.techsciresearch.com.
CASE 15
Endnotes
1 ‘Food processing’ is mainly defined as a process of value addition to the agricultural or horticultural produce by various methods like grading, sorting and packaging. In other words, it is a technique of manufacturing and preserving food substances in an effective manner with a view to enhance their shelf life; improve quality as well as make them functionally more useful. Source: Ministry of Food Processing Industries, Government of India.
3 Ministry of Food Processing Industries (MofPI), Technical Report, December 2015.
4 Source: CII
6 Aachi in Tamil means Grandma
8 The company website: www.aachigroup.com
9 Masala in India denote a blend of ground spices that can be readily used for cooking.
10 Travelling sales people, who transport products in smaller vehicles to retailers / consumers in small quantities
References
1. https://www.ibef.org/industry/indian-food-industry.aspx
5. http://infobharti.com/tag/top-10-masala-brands-of-india
7. http://www.sakthimasala.com
CASE 16
Endnotes
1 Heat, Light, Power (HLPW) and Salaries, Welfare, Benefits (SWB) expenses are not considered while computing this variable cost.
2 Average Room Revenue
3 Variously called Fully or Flexible Independent Traveller
4 Company Volume Guaranteed Rate (CVGR) Letter is offered by the hotel to a client to use the hotel services at a special discounted rate for the high volume bookings agreed by the client]
References
1. http://www.frotels.com/info/no-need-use-public-washrooms/
2. http://www.frotels.com/info/hourly-hotel-booking/
3. http://www.economist.com/blogs/gulliver/2012/10/micro-stays
4. https://www.quora.com/What-is-a-micro-stay
CASE 17
India ‘Twists, Licks, Dunks’ with Oreo
1. https://www.warc.com/content/article/India_Twists,_Licks,_Dunks_with_Oreo/97608
2. http://m.businesstoday.in/story/how-kraft-foods-won-over-customers-in-china-and-india/1/193162.html
Oreo fact sheet
1. http://in.mondelezinternational.com/brand-family
CASE 18
1. http://stories.wondercement.com/
2. http://www.wondercement.com/aboutus
3. https://www.socialsamosa.com/2017/04/best-social-media-brandswinners/
4. http://www.socialmediaexaminer.com/facebook-page-metrics/
5. http://www.rajasthankhabre.com/category/blog/1
6. http://www.samacharjagat.com/category/wonder-cement/1
8. http://www.indianmirror.com/indian-industries/cement.html
9. http://www.outlookindia.com/outlookmoney/invest/cementing-itspLakhe-399
10. http://www.afaqs.com/advertising/creative_showcase/index.html?id=59573andmedia=Digital
11. https://www.kulzy.com/work/151672/wonder-cement/brand-film/-storiesofwonder-wonder-cement/
CASE 19
Endnotes
1 It Is a small gift given to the guests at a wedding / party as a gesture of thanks for their attendance, a memento of the occasion. Also referred to as Wedding / Party Favor in Western culture
2 “The flourishing Indian Wedding Industry”, www.retail.franchiseindia.com
3 Marriage Market is used synonymously with Wedding Market
4 “The Big Fat Wedding Industry in India: Recap of 2015 and outlook for 2016”, The Business Insider
5 Only Hindu wedding practices are discussed in the case for better focus.
6 For more on Indian wedding, refer to www.indianholiday.com
7 http://www.thenational.ae/business/economy/india-weddings-a-billion-dollar-industry
8 “The Big Fat Wedding Industry in India: Recap of 2015 and outlook for 2016”, The Business Insider
9 “The flourishing Indian Wedding Industry”, www.retail.franchiseindia.com
10 Consists of betel leaves and nuts, haldi (turmeric), kumkum, coconut along with a gift, generally put together in a personalized pack
11 Referring geographical location of the regions. Generally the northern and western regions, including parts of east are commonly referred to as North India and the four states in the southernmost tip of the country constitute the South India
12 The capital city of Tamil Nadu, a southern state in India
13 A set of sweets and savories given as a part of Seer – includes apparels, jewelry, utensils, grocery, to the brides as a part of Indian custom
14 Boxes of chocolates / nuts etc., given along with the invitations or given to the family of the bride groom as soon as they come to the wedding venue
15 Used for packing bridal goods. Here for packing the Seer items
16 Given to the guests with Tambulya items and small packs of seer backshanam inside
17 Minakari or Enamelling is the art of painting, colouring and ornamenting the surface of metals by fusing over it brilliant colours that are decorated in an intricate design. www.iranreview.org
18 A type of traditional ear rings worn by Indian women on special occasions and festivals
19 Sweets and Savory set given as Seer (Ref: Footnote 13) that includes sweets like Ladoo, Mysorepak, Adirasam and snacks like Murukku. Thenkuzhal, Mixture
20 For this case it is predominantly traditions and customs of Tamil Nadu
References
4. http://www.thenational.ae/business/economy/india-weddings-a-billion-dollar-industry
5. www.iranreview.org/content/Documents/The_Art_of_Minakari_2.htm
6. https://www.indianholiday.com/wedding-tourism-india/reception-ceremony.html
CASE 20
1. http://www.animalhealthindia.com/blog/tag/Animal%20Feed%20Market
3. http://www.vamsobiotec.com/
4. https://dir.indiamart.com/impcat/poultry-feed-supplements.html
5. http://www.clfmaofindia.org/
CASE 21
Amazon India biased towards customers, claim unhappy seller. (2017). Retrieved 24 April 2017, from http://www.livemint.com/Industry/PKKkPfUdzqjmSuEqjECtDM/Amazon-India-biased-towards-customers-say-unhappy-sellers.html
Bailay, R. (2017). Amazon’s India strategy: Focus on every geography to become ‘everything for everyone’. Retrieved 24 April 2017, from http://economictimes.indiatimes.com/small-biz/startups/amazons-india-strategy-focus-on-every-geography-to-become-everything-for-everyone/articleshow/57761644.cms
Balakrishnan, R. (2017).How Amazon dreams of being the new primetime for India. Retrieved 26 April 2017, from http://economictimes.indiatimes.com/magazines/brand-equity/how-amazon-dreams-of-being-the-new-prime-time-for-india/articleshow/57144720.cms
Capital Float partners with Amazon India to disburse loans to e-sellers. (2017). Retrieved 24 April 2017, from http://economictimes.indiatimes.com/small-biz/startups/capital-float-partners-with-amazon-india-todisburse-loans-to-e-sellers/articleshow/57731086.cms
Chanchani, M. (2016). Aggression’s on, Amazon to scale up investments in India. Retrieved 24 April 2017, from http://economictimes.indiatimes.com/small-biz/money/aggressions-on-amazon-to-scaleup-investments-in-india/articleshow/56112787.cms
Ganguly, P. (2017). Amazon India head Amit Agarwal elevated to SVP. Retrieved 26 April 2017, from http://economictimes.indiatimes.com/industry/services/retail/amazon-india-head-amit-agarwal-elevat-ed-to-svp/articleshow/57672959.cms
Govindrajan, V. and Warren, A. (2016). How Amazon adapted its Business Model to India. Retrieved 26 April 2017, from https://hbr.org/2016/07/how-amazon-adapted-its-business-model-to-india
Piper, D. (2014). Amazon chases Indian dollars but faces big challenges. Retrieved 24 April 2017, from http://www.foxnews.com/tech/2014/08/07/amazon-sees-potential-in-india-but-faces-big-challenges.html
CASE 22
1 http://nccf-india.com/aboutus.asp
2 Lilien, G L, Kotler, P & Moorthy, K S (2003), “Marketing Models”, Prentice Hall of India
3 Gupta, S., Weaver, R. & Rood, D. (2012) “Groupon” Case from Harvard Business School
4 Groupon. (2011). About us. Retrieved June 29, 2011, from http://www.groupon.com/about
5 The Week. (2010, December 3). The Groupon phenomenon: A Timeline. Retrieved July 8, 2011, from http://theweek.com/article/index/209996/the-groupon-phenomenon-a-timeline
6 Groupon. (2011). About us. Retrieved June 29, 2011, from http://www.groupon.com/about
7 Groupon. (2011). About us. Retrieved June 29, 2011, from http://www.groupon.com/about
8 Reuters. (2010). Groupon buys 3 discount sites, expands into Asia. Retrieved July 6, 2011, from http://uk.reuters.com/article/2010/12/01/groupon-asia-idUKTOE6B005N20101201
9 Shames, A. (2011, February 17). The Groupon Phenomenon. In Innovation on my mind. Retrieved July 7, 2011, from http://innovationonmymind.blogspot.com/2011/02/groupon-phenomenon.html
10 Fast Company. (2011). The World’s Fifty Most Innovative Companies. Retrieved July 8, 2011 from http://www.fastcompany.com/most-innovative-companies/2011/
11 Gupta, Sunil, Ray Weaver, and Dharmishta Rood. “Groupon.” Harvard Business School Case 511-094, March 2011. (Revised August 2012.)
12 Ibid.
13 www.groupon.com/deals/sandy-s-sandwiches accessed on 17th October, 2013
14 Gupta, S, Keiningham, T., Weaver, R & Williams, L (2012), “Are Daily Deals Good for Merchants?”, Case No. 9 513 059, December 10, 2012.
15 Ibid.
CASE 23
Andreasen, A. R. 2006. Social Marketing in the 21st Century. Newbury Park, CA : Sage.
Belz, F-M. and Peattie, K. 2009. Sustainability Marketing: A Global Perspective. Chichester : Wiley.
Cheng, H., Kotler P., and Lee,N.(2003), Principles and practice of social marketing, Victoria, Cambridge Univ.Press.
Cohen, D. A., Scribner, R. A. and Farley, T. A. 2000. A Structural Model of Health Behaviour: A Pragmatic Approach to Explain and Infl uence Health Behaviours at the Population Level, Preventive Medicine 30 : 146 –54.
Dawson, N. (ed.) 2009. Advertising Works 17: Proving the Payback on Marketing Investment. Oxfordshire : World Advertising Research Centre.
Doane, D. 2005. The Myth of CSR: The Problem with Assuming that Companies can do Well While Also Doing Good is that Markets don’t Really Work that Way, Stanford Social Innovation Review, Stanford Graduate School of Business, Stanford University.
Donovan, R. J. and Vlais, R. 2005. Review of Communication Components of Social Marketing/Public Education Campaigns Focusing on Violence Against Women, Report to VicHealth, Melbourne, Australia. 2006.
Evans, W. D. and Hastings, G. (eds.) 2008. Public Health Branding: Applying Marketing for Social Change. Oxford University Press.
Green, L. W. and Kreuter, M. W. 2005. Health Promotion Planning: An Educational and Ecological Approach, 4th edn. New York : McGraw-Hill
Kotler, P.,and Lee, N, (2009), Up and out of poverty, PA: Wharton School.
Maibach, E. W., Abroms, L. C.and Marosits, M. 2007. Communi-cation and Marketing as Tools to Cultivate the Public’s Health: A Proposed ‘People and Places’model, www.usatoday.com/news/science
Siegel M, and Lotenburg, L.D., (2007), Marketing public health: strategies to promote social change, 2nd edn, Boston, MA.
Waitzkin, H., Iriart, C., Estrada, A. and Lamadrad, S. (2001), Social Medicine Then and Now: Lessons from Latin America, American Journal of Public Health 91 :10,
Weinreich, N.K. (2010), Hands-on social marketing. Thousand Oaks, Sage.