1.
Philip Kotler, Kevin Lane Keller. Marketing management [Internet]. 15th ed., Global ed. Harlow, Essex: Pearson Education; 2016. Available from: https://ebookcentral.proquest.com/lib/nottingham/detail.action?docID=5185776
2.
Jobber D, Ellis-Chadwick F. Principles and practice of marketing. 7th ed. Maidenhead, Berkshire: McGraw-Hill Higher Education; 2013.
3.
Cavusgil, S. Tamer, Ghauri, Pervez N., Akcal, Ayse A. Doing business in emerging markets. 2nd ed. London: SAGE; 2013.
4.
Cateora, Philip R., Gilly, Mary C., Graham, John L. International marketing. 16th ed. New York: McGraw-Hill/Irwin; 2013.
5.
Alon, Ilan, Jaffe, Eugene D., Vianelli, Donata. Global marketing: contemporary theory, practice, and cases. International ed. New York: McGraw-Hill/Irwin; 2013.
6.
Keegan, Warren J., Green, Mark C. Global marketing. 7th ed., Global ed. Harlow, Essex: Pearson Education; 2013.
7.
Hollensen S. Essentials of global marketing. 2nd ed. Harlow, Essex: Pearson Education; 2012.
8.
Levitt, Theodore. Marketing myopia. Harvard business review. 7AD;38(4):45–56.
9.
Comstock B, Gulati R, Liguori SA. Unleashing the Power of Marketing. Harvard Business Review [Internet]. 2010 Oct;88(10):90–8. Available from: http://www.hbs.edu/faculty/Pages/item.aspx?num=38974
10.
Douglas SP, Wind Y. The Myth of Globalization. Columbia Journal of World Business. 1987;22(4).
11.
Vargo SL, Lusch RF. Evolving to a New Dominant Logic for Marketing. Journal of Marketing. 2004;68(1):1–17.
12.
Brown S. Torment Your Customers (They’ll Love It). Harvard Business Review [Internet]. 2001 Oct;79(9):82–8. Available from: https://hbr.org/2001/10/torment-your-customers-theyll-love-it
13.
Bi X, Gunessee S, Hoffmann R, Hui W, Larner J, Ma QP, et al. Chinese consumer ethnocentrism: A field experiment. Journal of Consumer Behaviour. 2012 May;11(3):252–63.
14.
Russell CA, Russell DW. Guilty by stereotypic association: Country animosity and brand prejudice and discrimination. Marketing Letters. 2010 Dec;21(4):413–25.
15.
Lehmann DR, Keller KL, Farley JU. The Structure of Survey-Based Brand Metrics. Journal of International Marketing [Internet]. 2008;16(4):29–56. Available from: https://search-ebscohost-com.unm-ezproxy.idm.oclc.org/login.aspx?direct=true&db=buh&AN=35144183&site=ehost-live&scope=site
16.
Khanna T, Palepu KG, Sinha J. Strategies That Fit Emerging Markets. Harvard Business Review [Internet]. 83(6):63–76. Available from: http://web.a.ebscohost.com/ehost/detail/detail?vid=1&sid=8c58007b-106d-4298-bdc5-b5bbd0410fa9%40sessionmgr4009&hid=4109&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#AN=17276846&db=buh
17.
Hunt SD, Vitell SJ. The General Theory of Marketing Ethics: A Revision and Three Questions. Journal of Macromarketing. 2006 Dec 1;26(2):143–53.