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MARKETING 5311-Jimenez

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Jimenez MKT 5311 Course Reading List

MKT 5311


Reading List

Note:  If you have problems accessing the full text via the links provided for each of the articles listed below, access the journal directly from the database following the instructions provided at under the "Find a Specific Journal" link. 

Session 1. Introduction to Marketing Management 

Jones and Monieson (1990), “Early Development of the Philosophy of Marketing Thought,” Journal of Marketing, 54 (January), 102-113. Retrieved from

Best, Roger (2012). Chapter i Introduction to Marketing and Market-Based Management. Retrieved from (this article is posted on Blackboard)

Session 2.  Market Orientation

Narver and Slater (1994), “Market Orientation, Customer Value, and Superior Performance,” Business Horizons, March-April, 22-28. Retrieved from

Kohli and Jaworski (1993), “Market Orientation: Antecedents and Consequences,” Journal of Marketing, 57 (July), 53-70. Retrieved from

Loveman, Gary (2003), “Diamonds in the Data Mine,” Harvard Business Review, May, 109-113. Retrieved from

Session 3.  Customer Insights

Yankelovich and Meer (2006), “Rediscovering Market Segmentation,” Harvard Business Review, February, 122-131. Retrieved from

Christensen, Berstell, and Nitterhouse (2007), “Finding the Right Job for Your Product,” MIT Sloan Management Review, 48 (Spring), 38-47.  Retrieved from

Visa: Using Marketing Research to Select a New Brand Mark (this article is posted on Blackboard)

Session 4. Consumer Behavior

Noriega, Jaime and Edward Blair (2008), “Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts?” Journal of Marketing, 72 (September), 69-83. Retrieved from

McGrath, Rita G. (2017), “Old Habits Die Hard, But They Do Die,” Harvard Business Review, January – February, 54-57. Retrieved from

Session 5. Brand Management

Akerlof, George A. (1970), “The Market for Lemons: Quality Uncertainty and the Market Mechanism,” The Quarterly of Journal of Economics, 84 (3), 488-500. Retrieved from

Park, Ji Kyung and Deborah Roedder John (2010), “Got to Get You into My Life: Do Brand Personalities Rub Off on Consumers?” Journal of Consumer Research, 37 (4), 655 – 669. Retrieved from

Chernev, Alexander, Ryan Hamilton, and David Gal (2011), “Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding,” Journal of Marketing, 75 (May), 66-82. Retrieved from

Session 6. Innovation

Van de Ven, Andrew (1986), “Central Problems in the Management of Innovation,” Management Science, 32 (May), 590-607. Retrieved from

Prahalad C. K. and Richard A. Bettis (1986), “The Dominant Logic: A New Linkage between Diversity and Performance,” Strategic Management Journal, 7 (6), 485-501. Retrieved from

Tellis, Gerard J., Jaideep C. Prabhu, and Rajesh K. Chandy (2009), “Radical Innovation Across Nations: The Preeminance of Corporate Culture,” Journal of Marketing, 73 (January), 3-23. Retrieved from

Mohan, Mayoor, Kevin E. Voss, and Fernando R. Jiménez (2017), “Managerial Disposition and Front-End Innovation Success,” Journal of Business Research, 70 (January), 193-201. Retrieved from

Session 7. Distribution

Williamson, Oliver E. (1981), “The Economics of Organizations: The Transaction Cost Approach,” American Journal of Sociology, 87 (3), 548-577. Retrieved from

Rochet, Jean-Charles, and Jean Tirole (2003). "Platform competition in two-sided markets." Journal of the European economic association 1, (4),  990-1029. Retrieved from

Johnson, M., Christensen, C., & Kagermann, H. (2010). Reinventing Your Business Model. Harvard Business School Publishing Corporation. Harvard Business Review on Business Model Innovation. Boston, MA: Harvard Business Press.  Retrieved from

Session 8. Pricing

Cressman, George E. Jr and Thomas T. Nagle (2002), “How to Manage an Aggressive Competitor,” Business Horizons, March-April 23-30. Retrieved from

Eisenmann, Thomas, Geoffrey Parker, and Marshall W. Van Alstyne (2006), “Strategies for two-sided markets." Harvard Business Review, 84 (10), 1-10. Retrieved from

McIntyre, D., Srinivasan, A., Afuah, A., Gawer, A., & Kretschmer, T. (2021), “Multisided platforms as new organizational forms." Academy of Management Perspectives, 35(4), 566-583. Retrieved from

Session 9. Promotion

Trusov, Michael, Randolph E. Bucklin, and Koen Pauwels (2009), “Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site,” Journal of Marketing, 73(September), 90-102

Jiménez, Fernando R. and Norma A. Mendoza (2013), “Too Popular to Ignore: The Influence of Online Reviews on Purchase Intentions of Search and Experience Products,” Journal of Interactive Marketing, 27 (3), 226-235.

Gordon, Brett R., Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, Jiwoong Shin, and Kenneth C. Wilbur. “Inefficiencies in Digital Advertising Markets.” Journal of Marketing 85, no. 1 (2021): 7–25.

Puntoni, Stefano, Rebecca Walker Reczek, Markus Giesler, and Simona Botti. “Consumers and Artificial Intelligence: An Experiential Perspective.” Journal of Marketing 85, no. 1 (January 2021): 131–51.

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