Marketing Topics If you are interested in any of the topics discussed in this article, we would be more than happy to provide you with more information. Our expert writers can produce dissertations to a 1st and 2:1 standard that are tailor-made to match your requirements and we have a dedicated customer support team who are on hand until 11pm Monday – Friday and 10am – 6pm Saturday and Sunday. Our professional writers will produce a quality and original piece of work that would be a praiseworthy finale to anyone's academic career. We are also offering a unique Dissertation Topic and Outline service , for only £59.99 we'll be providing students with complete custom-made Dissertation Outlines, which will be helpful in formulating their dissertation topic, objectives, literature review and methodology. TheDissertation Outline is an ideal tool for any student struggling to start their dissertation or proposal. For queries, please see our dedicated Custom Dissertation writing section , or to order your custom-written dissertation please click here. 1.0 Introduction A dissertation should have something to add to the existing literature in a given field, but should not try to re-invent the wheel. Dissertations should be focused rather than broad, aiming to add to the literature in a manageable way bearing in mind time and cost constraints. The dissertation title should reflect this, being more narrow than broad, highlighting the main focus of the dissertation. This helps when it comes to setting clear, concise and manageable research aims, questions and objectives. Added to this, the choice of research topic should reflect the research setting where the study took place. To help in the preparation of your marketing dissertation, this article suggests areas and topics that you could base your research on. These subject areas include relationship marketing, branding, direct marketing, international marketing, consumer psychology, online marketing, mobile marketing, marketing mix, social networks and marketing ethics.
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Marketing Topics
If you are interested in any of the topics discussed in this article, we would be more than happy to provide
you with more information. Our expert writers can produce dissertations to a 1st and 2:1 standard that are
tailor-made to match your requirements and we have a dedicated customer support team who are on
hand until 11pm Monday – Friday and 10am – 6pm Saturday and Sunday. Our professional writers will
produce a quality and original piece of work that would be a praiseworthy finale to anyone's academic
career.
We are also offering a unique Dissertation Topic and Outline service, for only £59.99 we'll be providing
students with complete custom-made Dissertation Outlines, which will be helpful in formulating their
dissertation topic, objectives, literature review and methodology. TheDissertation Outline is an ideal tool
for any student struggling to start their dissertation or proposal.
For queries, please see our dedicated Custom Dissertation writing section, or to order your custom-
written dissertation please click here.
1.0 Introduction
A dissertation should have something to add to the existing literature in a given field, but should not try to
re-invent the wheel. Dissertations should be focused rather than broad, aiming to add to the literature in a
manageable way bearing in mind time and cost constraints. The dissertation title should reflect this, being
more narrow than broad, highlighting the main focus of the dissertation. This helps when it comes to
setting clear, concise and manageable research aims, questions and objectives. Added to this, the choice
of research topic should reflect the research setting where the study took place. To help in the preparation
of your marketing dissertation, this article suggests areas and topics that you could base your research
on. These subject areas include relationship marketing, branding, direct marketing, international
marketing, consumer psychology, online marketing, mobile marketing, marketing mix, social networks and
marketing ethics.
2.0 Relationship Marketing
Relationship marketing refers to the use of relationships rather than purely transactional means, in order
to not only acquire customers, but also to generate customer loyalty that results in repeat custom for the
firm. It is a very important area for modern businesses, and an ideal area on which to base your
marketing dissertation.
Why has Tesco's loyal card scheme been successful where competitors' schemes have not?
Are switching costs effective barriers to customer churn in the airline industry?
How can Amazon.com charge a premium price over rivals such as Play.com?
What are the motivations and expectations behind loyalty schemes?
How and why does the relationship marketing-traditional marketing continuum vary within an
industry?
How does product quality affect customer loyalty among high and low touch products?
Can luxury goods retailers prevent barriers to switching?
How do retailers cope with polygamous behaviour among consumers?
How does customer loyalty at Waterstone's change when customers shop at their online store
rather than in the high street?
In what ways does Waterstone's improve its customer loyalty through its online store?
3.0 Branding
Branding is an umbrella term to refer to a wide body of literature examining how businesses can use their
brands to achieve a competitive advantage, through building brand equity, launching brand extensions,
managing global brands, and so forth. Marketing dissertations on branding could be more specific to the
following topics.
An examination of the relationship between perceived risk and brand equity: A comparison of
supermarket retailers.
Do consumers really understand a company's brand values? The case of Starbucks.
How does the relative importance of tangible and intangible brand values vary across product
types?
Do leading brands need to have the best products?
How is brand image affected by product availability?
Can brand image be transferred between industries? The case of Virgin Cola in the UK.
How does unethical behaviour affect brand image? The cases of Shell, Nike and Starbucks.
How do firms use corporate social responsibility to build brand equity? The case of Starbucks.
How can innovations sustain brands?
Can brand equity be transferred to a supermarket's own branded products?
4.0 Direct Marketing
The world of direct marketing is a complex one that involves a wide range of tools and techniques that
can be used to target consumers in a predominantly transactional manner. Direct marketers rely on
information and a series of direct marketing media such as direct mail, magazines, newspapers, TV/radio,
co-ops, telemarketing/teleservices and the Internet to disseminate their messages and acquire new
customers. Here follows some suggested topics of direct marketing, which you could use for your
marketing dissertation.
How does Tesco use its loyalty schemes to sell direct to the customer?
How does the importance of factors that influence direct selling vary according to product
type?
Do customers respond differently to short and long-term offers? The case of magazine sales.
In what ways do toll-free (freephone) numbers influence consumers' response to direct sales
promotions?
How does the nationality (accent) of telemarketers influence customer response?
Do consumers know how to protect themselves from unscrupulous direct marketing tactics?
How does message length affect the success of direct marketing messages? A comparison of
online and offline mediums.
Can direct marketing be used to build customer relationships or is it simply a transactional
medium to acquire new customers?
Can direct marketing be as effective as a group-orientated tool as it is an individual orientated
one?
How do prospecting methods differ in an online and offline environment? The case of the book
industry.
5.0 Marketing across Cultures
For some products and services, cultural considerations can play an important role in how marketers
interact with consumers. With the increasing globalisation of business, firms have to pay greater attention
to how national culture impacts upon consumer behaviour and customers' reactions towards different
types of marketing communication. Marketing across cultures is becoming more prominent in business,
as more and more businesses are expanding throughout the world. This creates an ideal area to base
your marketing dissertation on.
How does language impact upon brand identity? The case of Coca-Cola in the People's
Republic of China.
How does social class influence relationship-building activities? The case of supermarket
promotions in India.
What effect does family orientation have on marketing communications? The case of tourism
operators in the Philippines.
How do marketers take into account regional differences in "national" culture? The case of
banks in the Basque country and Catalonia, Spain.
Can automotive vendors afford to treat consumers as a homogenous mass? The case of the
North-South divide in Sweden.
How does individualism-collectivism influence the sales of mobile phones? The case of the
People's Republic of China.
How do supermarket chains overcome language differences in Switzerland?
How do banks vary their product offerings based on social class? The case of India.
How can national culture explain the prominence of Scottish whiskey sales in the global
whiskey market?
How can countries use national culture to help them promote major exports? The case of the
Champagne region, France.
6.0 Marketing and Consumer Psychology
Marketing is fundamentally underpinned by consumer behaviour, which can be largely explained by
examining consumer psychology. This highlights how consumers behave in each stage of the buying
process and why they react as they do. On this basis, marketers can design and implement
communication strategies that target specific customer groups based on their psychological profiles. to
base your marketing dissertation within the area of marketing and consumer psychology, here are some
suggestions for topics:
What motivates consumers to pass on marketing messages?
What are the antecedents of word-of-mouth communications? The case of blockbuster
marketing.
When word-of-mouth communications turn negative: What can be learnt from previous
mistakes?
How does gender effect information processing among consumers of luxury goods?
What role does motivation play in buying behaviour? An examination of the mobile ringtone
market in the UK.
How does gender effect selective distortion among luxury goods buyers?
What role does learning play among functional online advertisements?
Does the importance of beliefs and attitudes vary across low and high involvement products?
An investigation of habitual buying behaviour and geographical location: The impact of socio-
economic status.
What effect does geographical location have on the relationship between variety-seeking
buying behaviour and habitual buying behaviour? An examination of when workers eat out for
lunch.
7.0 Marketing online
When marketing moves online the traditional rules are either broken or extended. Such extensions
include the need to take into account privacy, security, the greater ability to customise and personalise
user experiences, the changing nature of consumer behaviour and the interaction of online and offline
mediums. Marketing online is a subject that many companies now have to consider, and the subject
would create a useful marketing dissertation. More specific subjects are suggested here.
How can firms customise their products? The case of Apple.
How can firms personalise their products? The case of Nike.
An assessment of the value of assortment to customers: The case of Dell Computers.
How does a consumer's perception of control affect their choice of brand? The case of buying
computers online.
How does visual constituency affect site identity and product attitude?
How does gender effect website preference?
How can firms successfully combine online and offline shopping features? The case of
Amazon.com/Toys-R-Us.
What product attributes are most valued by consumers in search, comparison and purchase
decision-making online?
How do consumers react to brand alliances online? The case of Amazon.com and Wal-Mart.
An investigation of the antecedents of consumer behaviour in online auctions? The case of
eBay.
8.0 Mobile Marketing
Mobile marketing has become the latest marketing communication medium to enable large brands such
as Coca-Cola, Nintendo, MTV, New Labour, Lastminute.com, and others to reach customers and target
customers in traditional and non-traditional ways. With the lowering of mobile tariffs, including Internet
browsing using mobile phones, this medium has becoming increasingly important to marketers. Some
topics are suggested here for you to base your marketing dissertation on the area of mobile marketing.
How does permission-based marketing affect mobile marketers when implementing
international marketing campaigns?
How can brand image be conveyed in a mobile marketing environment?
Can an info brand be built through mobile marketing techniques?
What do customers want from mobile marketing messages? The case of low-cost airlines.
How does location influence mobile marketing communications?
What role does time play in mobile marketing communications?
What are the advantages and disadvantages of push and pull mobile marketing?
How can mobile marketing be used as a viral marketing tool?
How can mobile payment services increase revenue for mobile marketers? The case of
Vodafone.
How can customer relationship management (CRM) be applied in a mobile marketing
environment to improve customer loyalty?
9.0 The 4Ps (Price, Product, Promotion, Place) of marketing mix
The 4Ps, which have seen a number of extensions, are the cornerstones of the marketing mix that
marketing professions have available to them when trying to influence consumer decision-making. To
base your marketing dissertation in this area, there are some topic suggestions below.
How do price adjustment strategies vary in an online and offline environment? The case of
music sales.
Can an overt international pricing strategy negatively affect brand image? The case of iTunes.
How effective are public relation campaigns following brand failures? The cases of Nike, Shell,
and Marks and Spencer.
How and why do firms vary the frequency of advertisements in an online and offline
environment? The case of Waterstone's.
An examination of the suitability of information and persuasive advertising based on the nature
of the product being sold.
How do the characteristics of companies that use comparison advertising vary from those that
do not use comparison advertising? The case of the alcoholic drinks industry in the US.
What is the effect of the lack of controls online when advertising across international borders?
Can point-of-purchase promotions be as effective in an online environment as they are offline?
How important is location to customer choice in the airline industry in the UK?
How has the Internet helped unsought goods building brand awareness? The case of
comparison websites.
10.0 Marketing and Social Networks
Social networks (Facebook, Orkut, MySpace, Bebo, LinkedIn) are not only changing the way that many
people use the Internet, but they are also presenting marketing practitioners with new challenges when
trying to reach and acquire customers online. At the same time, these social networks have their own
challenges in trying to acquire and retain customers when many of the traditional principles of consumer
behaviour no longer apply. As social networks become more popular, a marketing dissertation in this area
would be up to date and in line with current trends.
To what extent is the "new" Facebook the product of its users? An examination of positive,
neutral and negative user comments.
Why have functional applications on Facebook achieved so little success compared with their
fun counterparts?
How do Facebook applications turn users into cash? The relationship between total installs,
daily active users, and application valuation.
A comparison of the effectiveness of banner advertising on different social networks? The
cases of Facebook, Orkut, MySpace and Bebo.
What impact does newsfeed restriction have on consumers' attitudes towards using
Facebook?
Are social networks more persuasive than traditional word-of-mouth? An investigation of
product recommendations?
How does the "behaviour chain" vary between Facebook and Facebook applications?
How has Facebook used marketing communications to outstrip user growth when compared
with MySpace?
Do traditional customer loyalty typologies apply to consumer behaviour in social networks?
In what ways have social networks used "peace technologies" to acquire new customers? The
case of "causes" on Facebook.
11.0 Marketing Ethics
The power of the media and changing consumer attitudes are having a significant impact on how firms
are expected to behave, as well as how they should integrate ethics into their marketing campaigns. On
this basis, marketing ethics is interested in a range of issues from the business case for ethical practices,
to CSR programmes and cause-related marketing, and ethical issues that must be taken into account
during the marketing communications process. a marketing dissertation on marketing ethics could include
any of the following topics:
Is easyJet's low fare, online pricing strategy misleading or a justifiable way of managing
customer demand?
Is firms' use of Fair Trade branding misleading consumers?
What affect do published codes of conduct have on buying behaviour? The cases of The Body
Shop, Levi Strauss, and Marks and Spencer.
Are "happy hours" ethical? An application of the marketing communicator's rules of behaviour.
How does ethical purchase intention and ethical awareness affect purchasing behaviour? An
examination of the sale of battery and free range chickens.
What impact do cause-related marketing campaigns have on consumer buying behaviour?
The case of Tesco's "Computers for Schools" vouchers.
Why do some controversial marketing communications work whilst other fail?
How have spam laws improved marketing ethics online?
What factors distinguish a consumer's choice of most and least social responsible firms?
How do firms use public relations to recover from consumer boycotts? The case of Shell and
Nestle.1. Product strategies of private life insurance companies
2. A study on "why companies should go for outsourcing"3. Effectiveness of advertising on real estate sector4. Study on consumer expectations and perceptions towards consumer loans5. Workers attrition rate at hotel industry is increasing. Study regarding this issue6. Attrition rates at different sectors7. Effectiveness and scope of employee referrals in the process of talent sourcing8. Study of training needs across different industries9. Study on creation of luxury brand10. Strategies used to build successful Internet based customer services11. Measuring the effectiveness of retail banking of a nationalised bank compared to a MNC12. Conspicuous consumption13. Study of awareness and acceptibility of UPVC windows and door systems14. Opportunities of Financing the NANO's in Bangalore15. Changing trends in FMCG industry in India16. A study of best HR practices in service industry17. Fundamental analysis of Indian telecom companies18. Study of consumer behaviour in automobile industry
19. customer buying behaviour towards insurance products20. Promotion strategies followed in Insurance sector21. Study on changing consumer preference towards organised retailing from un-organised retailing22. study on "impact of advertising in B2B marketing"23. Distribution network & general insurance industry24. A study on distribution channels in aluminium industry25. Study on strategies for promoting retailers' brands26. Study of operations & marketing of chemical goods in SSI27. The impact of tax on electronic goods & products (industrial marketing)28. Merchandising key account management in apparel exports29. Effect of marketing in mobilization in BPO segment30. Marketing in FMCG sector31. E-marketing of financial services: Relationship approach32. Understanding cross cultural literacy in international business33. The study of operations & marketing of Indian Pharmaceutical industry34. impact of promotional activities at mall on consumers behaviour at shopping malls35. A study on Indian pharmaceutical industry36. Managing of luxury brands37. Viability of Micro Insurance in Indian scenario38. Performance evaluation of initial public offers in India39. Process of underwriting and valuation of life insurance40. Risk management in foreign exchange41. Asset liabilities management in Indian banks42. Portfolio construction using fundamental analysis43. Portfolio management and how it has helped increase effective investment44. Investment banking (Fin) (retail banking in India)45. Risk management in Indian banks46. A comparative analysis towards restructuring of the shared services unit of EMC247. ERP implementation strategies (systems)48. Measurement of financial efficiency49. Fundamental analysis of financial sector50. Fundamental analysis of insurance sector51. Study on human resource costing52. Asset liability management of life insurance companies53. Basel - II54. Recruitments55. analysis of attrition in IT and ITES sector56. Work-life balance in IT sector57. Incidence of illegitimate power & its impact on effectiveness of odd initiatives58. Implementation & effectiveness of competence management59. people issues in mergers and acquisitions60. performance management61. Best practices in the field of HR62. Study of the online music industry, w.r.t. marketing in the Indian context63. Future and business potential of gaming industry in India64. Job design model of motivation65. Role of emotional satisfaction in service encounters - retail sector66. Study on factors influencing adaptability & usability of consumer electronics
67. Future of consumer durables pertaining to standard brands & own brands of retailer like (next, bigbazar)68. Study of consumer behaviour related to different soap brands in Bangalore69. Impact of small car segment on two-wheeler industry70. Influence of branding on consumer purchasing behaviour71. Analysis of factors influencing in selection of mobile service providers in NCR72. Impact of NANO on two wheeler industry73. Study and analysis of market potential of PVC windows and doors74. Mobile banking75. Consolidation & mergers in banks of India76. Credit appraisal process in banks77. Consumer behaviour towards public sector and private sector banks78. A study of efficiency in banks79. Analysis of sales promotions ability to prompt brand80. A study on the consumer electronics industry in India81. Measuring effectiveness of display system for chocolate in retail82. Choosing retail locations for shopping in India (retail industry)83. Study on "impact of web 20 technologies on B2B marketing"84. Fundamental analysis of printing sector85. Integrated marketing communications (IMC)86. Analysis of the role of outdoor advertising and establishing strategies for managing space media87. Consumer perception of M-Commerce88. A study of customer perception of service quality dimension in insurance industry89. Factors affecting real estate markets in Bangalore90. Study on medical tourism and growth of health care sector91. Innovations in marketing in electronic and IT companies92. Perceptual mapping of two-wheeler industry93. Study on perception of customers on mutual fund advertisement94. Impact of IT/ITES growth on real estate industry95. Customer perception of online purchases in Bangalore96. The future of business intelligence & winloss analytics97. The study of customer service in retail sector - an IT perspective98. contribution of IT sector (SAP)99. Logistics & Rink management100. An analysis of external Commercial Borrowing of corporates101. Analytical study on the voltality of securities traded on BSE sensex102. Study on private equity investment by investment banking industry103. A comprehensive study on REITs (Real Estate Investment Trusts) & their impact onIndian capital markets104. Valuation to determine the fair value of a stock105. Comparative study of FDIs and FIIs in the Indian context106. Risk management through derivatives107. Investors decision making pattern for life insurance products (designing of policiesaccordingly)108. A study on transaction costing in project appraisal and loan processing109. Valuation of carbon credits110. Competency of middle level managers& designing the training programs with special
ref. to banking sectors111. Fundamental analysis on real estate sector112. Financing in SME sector113. Wealth management114. Risk management in banking115. Portfolio Construction of Debt & Equity116. A study to understand the training and development practices followed in it - itesindustry"117. Impact of customer relationship management (crm) on communication industry"118. Customer perception of online purchases in bangalore119. A study on ‘ready to eat’ food industry and comparative analysis of ‘ready to eat’food products of itc foods and mtr foods120. Sustainability of shipping business in india - an analysis"121. Importance of public relations in mining industry122. Credit appraisal and risk analysis at banks123. A study of employee perceptions about the effectiveness of the measuresadapted by it companies with respect to work-life balance124. Analysis of framework for launching and building luxury brands in automobileindustry"125. A study on assessing the factors leading to the purchase of bikes andcomparative analysis of urban and semi urban buying behaviour126. Feasibility of investment in stock broking firms”127. A study on e-marketing of financial services: relationship approach128. Consumer's perception towards branded jewellery" - a study129. Assessing the potentials of insurance portfolio at different stages of life"130. A study on impact of web 2.0 technologies on b2b marketing"131. Importance of insurance to consumers132. A study on the measurement of financial efficiency in financial services sector"133. Understanding the cross cultural needs of mnc bpo’s in india134. The study of customer perceptions towards ayurvedic health spas"135. Investors decision making pattern for life insurance products"136. A study on the perceptual mapping of four wheeler brands"137. A study on factors influencing adaptability & usability of consumer electronics"138. A comparative study towards restructuring of the shared services unit of emc2139. Valuation of issue prices of indian ipos and the impact of mis-valuation on itsperformance” - a study140. Potential for private equity investments by investment banks" - a study141. An analysis of agri-retailing and its reputation among farmers in karnataka”142. An analysis of possible strategies for successful internet based customerservices"143. Measuring effectiveness of display system for chocolate in retail144. Identifying the criteria for hr outsourcing and its application in it sector"145. Impact of promotional activities on consumers behaviour at retail outlets"146. A study of transaction costing in project appraisal and loan processing in banksand financial institutions147. Analysing the scope of advertising in real estate sector in india148. A study on best hr practices in the it and ites industry"149. Cross cultural training for software professionals"150. A study on fundamental analysis of non banking financial companies"
151. A study on mobile banking in indian banking industry"152. Performance evaluation of mutual funds in india and its awareness among theinvestors153. The relationship between the price and the demand for aluminium products154. A study on fundamental analysis of life insurance sector155. Present and future potential of users genrated content and its role in on-lineadvertising"156. A study on customer satisfaction in banking sector157. Customer perception towards multi-specialty hospitals in bangalore"158. A study on economic value added (eva) of indian companies and its impact oninvestor decision making"159. A study on the perceptual mapping of two-wheeler industry160. A study on risk management using derivatives“161. Investors' perception about investment in real estate investment trusts" - a study162. Retail outlet mapping of retail stores and shopping malls163. Impact of buying factors on the sales of chemical goods"164. A study on the perception of the potential customers towards electric cars"165. A study of consumer behaviour towards life insurance products in bangalore166. A study of talent acquisition management in apparel industry"167. A comparitive study between digital printing and offset printing168. Analysis of the effectiveness of branding on luxury products169. A study of implementation & effectiveness of competence management170. A study on changing importance of various media vehicles of advertising"171. A study of hr costing as a function of the costs of various hr functions”172. Study of factors which influence the location of retail outlet"173. A comparative study on customer’s perception towards credit cards offered bynationalised banks and mnc banks174. A study on the effectiveness of using banks as a channel for selling life insuranceproducts175. A study on cross sales of sequentially ordered products in the consumer bankingindustry”176. Assessment of performance of public sector banks under camels framework"177. A study of buyer behavior towards after-sales-service of electronic products”178. Impact of bank mergers on performance of banks-a study”179. Study on software as a service (saas) application"180. Effect of big box retail chains on small business"181. Measuring the quality of service in the financial services sector with respect tocar financing182. An analysis of mergers and acquisitions in the indian banking industry"183. Asset liabilities management in indian banks184. A market study of onida home appliances in comparision with other brands inbangalore"185. An analysis of consumer behaviour in upgrading to conspicuous goods inbranded apparels186. Portfolio construction using fundamental analysis187. Study of consumer behaviour related to different bathing soap brands inbangalore188. A study on the hr issues in mergers and acquisitions in the banking sector"189. A feasibility study on the consumer’s perception towards electronic moving
messages” – (outdoor media advertising industry)190. Customer perception towards foreign retailers entering india”191. Comparative study of two quantitative models used in portfolio management"192. A study on future potential of gaming industry in india"193. Valuation of carbon credits194. Growth potential of power sector in india-a study”195. Portfolio construction of debt & equity196. A study on consumer’s perception on micro insurance schemes197. The factors affecting and enhancing the brand equity of multinationalcorporations in india"198. Study on the management of surplus funds in banks"199. A study on consumer perception towards service quality of internet banking”200. Analysing the problems of attrition in darshani hotels"201. Impact of small car introduction on two wheeler industry”202. A study of the effectiveness of stress management techniques used in it / itessector in bangalore203. Study on consumer behavior with special refence to preference of brands incellular phones"204. Impact of quota-removal on garment industry in india205. A study of attributes in accepting specialty pharmaceutical products amongmedical practitioners"206. A study on strategies for optimizing the competency of middle level managerswith reference to bank sectors"207. Analysis of factors influencing in selection of major gsm service providers in ncr208. A study on fundamental analysis of real estate sector"209. The impact of financial derivatives & hedge funds on the indian capital market"210. A study on asset liability management of insurance companies211. Impact of budget 2008 on the investment pattern of salaried individuals-a study212. Effects of negative word of mouth communication on brand equity“213. A study on the effects of basel ii in india financial sector and also on globalscenario"214. A study on motivational significance of various reward and recognition programs"215. A study on impact of service quality on customer satisfaction in insuranceindustry”: customer perspective216. An analysis of the existing job design method for motivation of the employees"217. Study of awareness and acceptibility of upvc windows and door systems218. A study on the impact of loyalty programs on consumer purchase behavior andloyalty"219. Consumer behaviour towards public sector and private sector banks220. Study on changing consumer preference towards organised retailing from un-organised retailing221. A survey of market potential of upvc windows and doors in bangalore city"222. Impact of it/ites growth on real estate industry223. A study on consumers' perception towards luxury car segment"224. Effectiveness of e-crm in insurance industry by mobile service”225. Scenario of real estate with special reference to commercial and residentialsegments”226. A study on risk management in banking sector in india"227. Study on consumer perception of organized retaling in india"
228. A study of efficiency of banks in india229. A study on scope and effectiveness of employee referrals in the real estatesector in india"230. A study on the expectations of bpo organizations from suppliers"231. A study on the impact of medical tourism on health care sector in india"232. Analysis of attrition rate of it and ites companies"233. A study on effectiveness of online social networks and user perception"234. Recreating A Merchandise Management Paradigm Louis Phillippe235. Developing A Communication Strategy For Cycle Brand Agarbathi At AdfactorsPR Pvt Ltd236. Market Mapping For Samsung Products, A Dealers Survey237. Consumer Behaviour Towards Electronic Security Solutions, Analysis OfCompetitive Strength & Market Visibitlity Of Tata Heoneywell Security Solutions InBangalore City238. Study Of Training Needs Of Employees Of Fortis Healthcare Ltd, & DesignTraining Schedules239. A Study On Risk Tolerance Of The Individuals With Respect To Their Age240. Compensation Study In Real Estate Industry241. An Organizational Study Of Tata Consultancy Services & Market Research ForBPO Opportunities In US And UK Markets242. To Understand And Estimate The Potential Of Cosmetic Channel For PalmoliveAromatherapy Range Of Products243. Brand Perception Of Samsung A Dealers Survey In Hyederabad - KarnatakaRegion244. Organizational Study & Industry Research On Telecom (Basic)245. Organizational Study Of J.K. Ansell Ltd And Designing The Business Proposal OfVending Machine Installations246. A Study Of Developing A Communication Strategy For Deccan Aviation AtAdfactors PR Pvt Ltd247. Idetification Of Training & Development Needs248. Designing The Link For Careers - Recruitment For The Pfizer India Website249. Distributors Perception Towards ASM's, Sales Executives & The Coca-ColaCompany250. Market Research To Study The Security Needs Of IT Sector251. Level Of Employees Satisfaction252. Market Research To Study The Security Needs Of ITES Sector253. Study Of Sole Proprietorship Business Sectors In Bangalore254. Fundamentals Of Stock - Broking255. Working Pattern Of The Various Broking Firms & Comparision Of ICDS SecuritiesLtd With The Other Broking Firms256. An Organizational Study Of Comparative Analysis Of The Services Provided ByPrimus Telecommunications India Ltd And Their Competitor VSNL257. Organization Study And A Study On Employee Motivation258. An Organizational Study And Understanding The Effectivenss Of Launching OfKinetic Zing 80259. An Organisation Study & Comparative Analysis Of Primus And Its CompetitorSTPI260. Organizational Study & An Insight Into Human Resource Management261. Consumer Behaviour Towards Electronic Security Solutions, Analysis Of
Competitive Strenght & Market Visibitlity Of Tata Heoneywell Security Solutions InBangalore City262. An Organisational Study And Market Research To Understand Customers BuyingBehaviour, Competitor Understnading And Tata Honewell Brand Visibility In TheMarket263. A Study On Deployment Of Information Technology In Educational Institutions264. A Sudy On Customer Buying Behaviour Of Electronic Security Systems InBanking Sector265. A Study Of Job Satisfaction Of Employees At Air Deccan266. Dealer Perception Study Was Conducted In Bangalore. It Includes Availability OfProducts Of Various Brands, Their Service, Sales Demand And Compalint Status267. Organizational Structure Of The Support Function Department Of The Mid-Size ITCompanies268. Job Description & Job Specialization Fo The Manager Of All The Departments269. Organizational Study And Analysis Of Risk Factors Affecting The Equity ShareValue Of ICICI Bank270. A Study On Job Satisfaction Level At Birla Super Cemnet, Hotgi271. Comparative Study Of Life Insurance Plans Of Leading Pvt Insurance Companies272. A Comparative Study Of Karnataka And Kerala Consumers Buying BehaviourTowards Branded Cloth In Bangalore City273. Organisation Study Of SMG Biotech Ltd & Consumer Awareness TowardsAvailability Of VERMI Compost In The Market274. A Study On Deployment Of Information Technology In Educational Institutions275. An Organisational Study On Stock Holding Corporation Of India Ltd &Construction Of Portfolio276. Organisational Study & Consumer Satisfaction Towards Nandini Milk277. An Organisational Study & A Study On Prospective / Customer PerceptionTowards Air Deccan278. Organisational Study & Analysis Of Working Capital & Cash Management279. An Organisational Study On Cholamandalam Distribution Services Ltd280. Evaluation Of Performance Appraisal System281. A Study Of Prospective / Customer Perception Towards G. A. M. S282. Organisation Study And Its Financial Analysis283. Organisational Study And Technical Analysis Of Equities284. Buyer's Behaviour Towards Electronic Security Systems In Hospitals And HotelsWith Reference To The Marketing Department285. Organisational Study & And Overview Of Training And Induction Program At ITC-Hotel Windsor Sheraton & Towers286. Influence Of Women On The Buying Behaviour Of Men For Louis PhilippeApparels287. A Comparative Study Of F-Tec With Other IT Training Institutes In Lucknow288. The Best Practices In The Hotel Industry In Context To The Leela Palace289. Organisational Climate Survey At Nous Infosystems290. A Study On Merchandise And Retail Share Of Timex Watches In Delhi Region291. Present Level And Future Prospects Of Banking Business292. Organisational Study And Development Of Recruitment Model293. A Comparative Study Of Tamilian & Andharite Consumers Buying BehaviourTowards Branded Clothes In Bangalore City294. A Study On Investor Preference To Investments
295. Constructing An Investment Model For Investors296. Feasibility Study Of Serviced Apartments In Bangalore297. Reviewing The Credit Limit Of Customers298. Organisational Study Of Asian CERC Information Technology Ltd & Research OnIndian Steel Industry299. SWOT Analysis of Dr. Reddy's Laboratoreis (Xenura)300. An Organizational Study On Prospective / Customer Perception Towards AIRDECCAN301. An Organizational Study & Assessment Of Satisfaction Levels Of The Customers302. Understanding The Qualities & Attributes Of A Medical Representative ThroughDoctors & Medical Representatives303. Organisational Study & Technical Analysis Of Stocks304. Organisation Sutdy And Project On Contracts In Indian Airlines305. A Sudyon Deployment Of Information Technology In Educational Institutions306. Analysis Of Home Loans With Refernce To HDFC’307. A study on Inventory Management in Industries.308. Performance Study Of Self-Employed Sectors309. Organisational Study & Job Satisfaction Of The Employee310. Comparison Between Samsung And Other Consumer Durable Brands311. Understanding The Effectiveness Of Launching Of Kinetic Zing 80312. A Study Of Understanding Training Patterns In Different Industries313. A Retail Survey On The Garment & Watch Industry With Particular Emphasis OnAllen Solly & Titan314. Analysis Of Mutual Funds315. Investment Advisory Services & Analysis Of Mutual Funds316. Formulation Of Standard Operating Procedures For Administration Department317. Competitive Analysis Of Airtel Compared To Other Serice Providers318. Organisational Studey On Elken International India Pvt Ltd319. A Study On Prospective / Customer Perception Towards Air Deccan320. Organisation Study Of Various Departments And Make Or By Decision321. A Study On Buying Behaviour Of Customer Of Electronic Security Systems InIndustrial Sector322. Performance Appraisal323. An Organisation Study At VST Tillers Tractors Ltd324. Job Satisfaction With Reference To HR Department325. A Study On Deployment Of Informatin Technology In Educational Institutions326. Organisational Study & Marketing Strategies Of OSIT327. Organisational Study And Evaluation Of The Human Resource Policies &Practices At KIOCL328. Organisational Structure & Customer Profiling For Indian Airlines329. Organisational Study & Knowledge Of Performance Appraisal System & ItsEffectiveness In KTTM330. Consumer Satisfaction Towards MCF Ltd Products331. Internal Customer Satisfaction With Reference To The HR Department332. Organisation Study333. A Study On Customer Perception Towards G. A. M. S In The City Limits OfBangalore South Region334. A Study On Engagement Of Casual Labours, Bangalore335. Fabric Wastage Reduction & Improving Productivity
336. An Organisational Study And Market Research To Understand Customers BuyingBehaviour, Competitor Understanding And Tata Honewell Brand Visibility In TheMarket337. Organisation Study Of Bharat Electronics Ltd338. An Organisation Study And A Study On Perceptionof People In North BangaloreTowards Gulf Authorized Mechanics Services (GAMS)339. Risk Management In Derivatives340. The Study Of Recruitment Practices341. Organisational Study & Study On SKILL MAPPING Practice In Small PartsMachinery Division Of Kirloskar Toyoda Textile Machinery342. An Organisation Study And A Comparative Study Of The Satisfaction Level OfPrimus And Sify343. A comparitive study of various Portfolio Management services offered.344. An Organisational Study Of ICDS Securities Ltd And Working Pattern Of Various Broking Firms345. A Comparative Analysis Of ICDS Securities Ltd With Other Broking Firms346. Comparative Study On Pension Plans Of Leading Private Insurance Companies347. An Organisational Study And A Study On Personality Traits Of Executives348. Organisational Climate Study349. Understanding The Effectiveness Of Launching Of Kinetic Zing 80350. Survey On Intranet351. Profiling Of Customers For Laptops In Small & Medium Scale Enterprises
Example marketing dissertation topic 1:Overcoming diversity: The marketing of New Orleans as a tourist destination after Hurricane Katrina – an investigationNew Orleans in Louisiana was previously a premier tourism and convention destination; the effects of Hurricane Katrina have wrought havoc on the economy of the city. In the first year after the hurricane, over 100,000 jobs were lost, and the reputation of New Orleans as being problematic in terms of crime plunged even lower. The city is working hard to restore its reputation and its economy and some estimates hold that tourism is almost back to its pre-Katrina level. This study examines the veracity of such statements and considers the city’s future.Suggested initial topic reading:
Holloway, C. J. (2004) Marketing for tourism (4th edn). Harlow: Pearson Education Limited.
Hudson, S. (2007) Tourism and hospitality marketing: A global perspective. London: SAGE.
Example marketing dissertation topic 2:Branding and consumer behaviour – A comparative analysis of Pepsi and CokeAs a field of separate study, consumer behaviour analysis emerged during the 1960s. As one of the two dominant global cola manufacturers Pepsi has developed a strong brand of products by creating a wide range of promotional materials. This dissertation analyses different marketing campaigns undertaken by the companies in the last five years and through the use of consumer response survey this study identifies the strengths and weaknesses inherent within them. These, along with the respective market strengths of the two companies are then analysed in accordance with a range of academic theories.Suggested initial topic reading:
Aaker, D.A. (1991) Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
Bauer, R. A. and Greyser, S. A. (1968). Advertising in America: The consumer view. Boston: Harvard University.
Schaeffer, R and Bateman B. (1995) Coca-Cola: A collector’s guide, London: Quintet Books.
Example marketing dissertation topic 3:Repositioning fresh fruit sales within Tesco; A marketing approachTesco has announced major plans to revamp its store so as to attract further custom. This dissertation looks at a specific aspect of the core business and relates the approach adopted by Tesco to that of two of its main competitors: Sainsbury’s and ASDA. In so doing concepts of perceptual mapping are utilised along with Ansoff’s matrix. Making a valuable contribution to the understanding of marketing within the grocery trade this dissertation also benefits from the undertaking of a range of interviews with shoppers and managers to garner a fuller picture of what Tesco needs to do to further boost sales within this arena of its operation.Suggested initial topic reading:
Fernie, J. and Sparks, L. (eds) (2004) Logistics and retail management: Insights into current practice and trends from leading experts. London: Kogan Page.
Hollingsworth, A. (2004) ‘Increasing retail concentration: Evidence from the UK food retail sector’, British Food Journal, Vol. 106(8), pp.629-638.
Example marketing dissertation topic 4:‘Feeding off low self-esteem to create a desire to purchase’ – can this criticism of marketing as a business be critically sustained, particularly within an era of economic hardship: A literature based review.
An essential element of the marketing of goods and services is the ability to create desire and wanton need within potential customers. This dissertation suggests that this is particularly the case in the electronic and tele-communications device market, where new products such as X-boxes and iPhones create a desire to replace products which are perfectly serviceable with the ‘new and upgraded’ model. Using both a range of marketing theories as well as references to social exclusion this dissertation analyses the extent to which the creation of a false demands based on low self-esteem (if one does not have the product) runs counter to ethical considerations in this time of economic austerity and hardship for a growing number of families across the UK.Suggested initial topic reading:
Malar, L., Krohmer, H., Hoyer, W.D. and Nyffenegger, B. (2011). ‘Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self’, Journal of Marketing, Vol. 75(4), pp. 35-52.
Taylor, J.W. (1974) ‘The role of risk in consumer behaviour’, Journal of Marketing, Vol. 38(2), pp. 54-60.
Example marketing dissertation topic 5:The remarketing of personal debt as acceptable: A post 1980s phenomenon?Personal debt and levels of insolvency are at an all-time high. Inspired by cheaper lending rates in the mid 1990s it can be argued that the true start of this period of increased consumption lay with the liberalisation of the markets under Thatcher. Today, the acceptance of living on ‘the never-never’ is far more acceptable socially than was the case in the immediate post-war generation. That debt is acceptable and that purchasing on higher credit is the way to ‘have now that which one cannot afford’ has been a marketing success story epitomised by slogans such as ‘pay nothing for a year and then take four years interest free credit’. This dissertation charts the rise of such marketing ploys and contextualises and assesses their impact upon issues of wealth creation and materialism over the last 25 years.Suggested initial topic reading:
Braunsberger, K., Lucas, L.A. and Roach, D. (2004) ‘The effectiveness of credit-card regulation for vulnerable consumers’, Journal of Services Marketing, Vol. 18(5), pp.358-370.
Dellande, S. and Saporoschenko, A. (2004) ‘Factors in gaining compliance toward an acceptable level of personal unsecured debt’, International Journal of Bank Marketing, Vol. 22(4), pp.279-290.
Example marketing dissertation topic 6:
Developing new prices strategies for independent retailers in a period of fuel-based inflation.The ever increasing price of fuel has a knock on effect for all consumers – not only at the petrol pumps but also with regard to the purchasing of all good s that are transported to stores. At the same time, family budget realities in this period of austerity have led to shoppers seeking ever-greater ‘value for money’ with the result that small businesses are facing a further squeeze to their margins. Given that such operators also purchase within an environment in which they do not benefit from the bulk discounts afforded to their larger competitors; this dissertation seeks to devise, with particular reference to independent DIY shops in the Gower peninsula of Wales, a new marketing campaign that will persuade people to pay more so as to be able to buy local. This is a dissertation that can also be seen to tie into movements to save the British high-street and thus combines aspects of marketing with present day socio-political decision making.Suggested initial topic reading:
Guria, A., Das, B., Mondal, S. and Maiti, M. (2012) ‘Inventory policy for an item with inflation induced purchasing price, selling price and demand with immediate part payment’, Applied Mathematical Modelling, not yet published.
Head, A., Kumar, A. and Lapham, B. (2010) ‘Market power, price adjustment, and inflation’. International Economic Review, Vol. 51, pp. 73–98.
Example marketing dissertation topic 7:Marketing the high street: A new challenge in British retailing?Recent government initiatives have highlighted the perilous state of British high streets. In addition, changing shopping patterns – the increased use of the internet and the ability to park at out of town shopping centres have also meant that shoppers are increasingly removed from the traditional centres of British towns. This dissertation looks at the town of Ludlow in Shropshire and the proactive steps that its shopkeepers and council are taking to reinvigorate the high street and asks whether the model being adopted there could be applicable to the high street sector throughout the UK. A dissertation that combines marketing, economics and politics; this is a cutting edge proposal that could also benefit from the collection of primary data via interviews with consumers, shopkeepers and marketing professionals alike.Suggested initial topic reading:
Piercy, N.F., Cravens, D.W. and Lane, N. (2010) ‘Marketing out of the recession: Recovery is coming, but things will never be the same again’, The Marketing Review, Vol. 10(1), pp. 3-23.
Portas, M. (2011) The Portas review: An independent review into the future of our high streets’. London: Department for Business, Innovation and Skills/HMSO.
Example marketing dissertation topic 8:Garra rufa fish: A problem of marketing after health scares?Two years ago a new craze in alternative therapy swept the UK and, as a consequence a plethora of foot spas opened offering garra rufa fish treatment. Since then, however, a range of health scares relating to dead skin cells and the transfer of disease have been voiced in the media. Though the garra rufa spa business can be found globally the effects of such health scares in the UK have been disastrous for business. Faced with public concern this dissertation seeks to offer advice to the owners of foot spas as to how to remarket their product. Using previous case studies of how to overcome negative publicity (Tylenol with product tampering, eggs with salmonella and beef with BSE) this is a dissertation that combines practical marketing theory with an awareness of business trends within the modern alternative medicine and complimentary therapy sector.Suggested initial topic reading:
Heistinger, K., Heistinger, H., Lussy, H. and Nowotny, N. (2011) ‘Analysis of potential microbiological risks in Ichthyotherapy using Kangal fish (Garra rufa)’, Proceedings of the 4th Global Fisheries and Aquaculture Research Conference, the Egyptian International Center for Agriculture, Giza, Egypt, 3-5 October 2011, pp. 93-98.
Sheth, J. (2011) Winning back your market: Inside stories of companies that did it. New York: Marketing Classics.
Example marketing dissertation topic 9:From failure to success; The changing marketisation of the Millennium Dome to the O2 arena: a lesson for 2012?The Millennium Dome was, at best, a troubled venture. The brainchild of Peter Mandelson, it enjoyed a troubled existence eventually been closed some months early. Mothballed and unloved it was eventually bought and rebranded as the O2 area: in this guise it has enjoyed unprecedented success as an arts and music venue. This dissertation not only charts the failures of the Dome and the phoenix like success of the 02 arena in terms of marketing but also questions, given the failure of the state to successfully market ‘the Dome’; what the future is likely to hold for similar state built arenas in the aftermath of the 2012 Olympics.Suggested initial topic reading:
Hemmington, N., Bowen, D., Wickens, E. and Paraskevas, A. (2005) ‘Satisfying the basics: Reflections from a consumer perspective of attractions management at the Millennium Dome, London’, International Journal of Tourism Resources, Vol. 7, pp. 1-10.
Sexton, J. (2009) Regeneration of the Millennium Dome to the O2 Arena: Failure and success? BSc dissertation, University of Portsmouth.
Thornley, A. (2000) ‘Dome alone: London's Millennium Project and the strategic planning deficit’. International Journal of Urban and Regional Research, Vol. 24: pp.689–699.
Example marketing dissertation topic 10:The reinvention of Brighton and Hove: From genteel seaside backwater to the ‘pink’ resort of the south coast.From the time of the Prince regent onwards Brighton has been a popular seaside destination. However, in recent years it has shed its dusty and genteel persona to become an über-cool seaside resort and preferred destination for gay and lesbian couples. This dissertation firstly contextualises the modern day appeal of Brighton and thereafter undertakes a range of qualitative research to ascertain what it is about the seaside town and what it needs to do, in terms of marketing, to retain its position as a jewel in the crown of British seaside resorts.Suggested initial topic reading:
Smith, M. K. (2004) ‘Seeing a new side to seasides: Culturally regenerating the English seaside town’, International Journal of Tourism Resources, Vol. 6, pp. 17–28.
Hughes, H. L. (2006) Pink tourism: Holidays of gay men and lesbians. Wallingford: CABI Publishing.
Kent, T. and Berman Brown, R. (2006) ‘Erotic retailing in the UK (1963-2003): The view from the marketing mix’, Journal of Management History, Vol. 12(2), pp.199-211.
Example marketing dissertation topic 11:The remarketing of the Labour and Conservative parties – A comparative studyThe remarketing of the Labour Party involved more than just a change of name with the addition of the word ‘new’. In a similar vein the attempts under David Cameron to rebrand the ‘toxic’ image of the Conservative Party led not only to the electoral name being changed to ‘Conservatives’ but also the design of a new logo and a plethora of announcements as to how members of the party were to dress and present themselves. Three years into the ‘new’ Conservative project and with the ‘New ‘ Labour project no longer be utilised by David Milliband this dissertation seeks to address what marketing lessons can be learned from the branding changes that both parties have undergone and what it tells us about the presentation of politics and parties in early 21st century Britain.Suggested initial topic reading:
Lilleker, D.G. and Lees-Marshment, J. (2005) Political marketing: A comparative perspective. Manchester: Manchester University Press.
Lock, A. and Harris, P. (1996) ‘Political marketing’, European Journal of Marketing, Vol. 30(10/11), pp.14-24.
Example marketing dissertation topic 12:Farmers’ markets: An analysis of marketing techniques employedThe organic and associated green food market has enjoyed unprecedented growth over recent years. At the same time, whilst traditional weekly markets have declined in the face of stiff competition from supermarkets, farmers’; markets have enjoyed a renaissance of popularity. With merchandising endorsed by celebrity chefs such as Hugh Fernley Whittington and annual awards for the best farmers market, this dissertation looks at the marketing techniques used at Stroud and Ludlow to explain how and why they have become such a haven for foodies. This is a dissertation that, as well as using an n array of academic marketing theories, would also benefit from first-hand primary data.Suggested initial topic reading:
Latacz-Lohmann, U. and Foster, C. (1997) ‘From “niche” to “mainstream” - Strategies for marketing organic food in Germany and the UK’, British Food Journal, Vol. 99(8), pp. 275-282.
Morris, C. and Buller, H. (2003) ‘The local food sector: A preliminary assessment of its form and impact in Gloucestershire’, British Food Journal, Vol. 105(8), pp. 559-566.
Szmigin, I., Maddock, S. and Carrigan, M. (2003) ‘Conceptualising community consumption: Farmers’ markets and the older consumer’, British Food Journal, Vol. 105(8), pp. 542-550.
Example marketing dissertation topic 13:A study of the influence of branding and country of origin upon the purchase intentions of customersThough this dissertation is grounded in existing academic literature its primary focus is on the collation of new primary data. Accordingly it seeks, through the use of both a web-based questionnaire and ‘on-street’ surveys to answer three questions. First, it considers the relationship between branding and consumer purchasing decisions, with a specific focus on leisure footwear: Nike, Adidas, and Puma. Secondly, the study determines the existence and nature of predetermined customer opinions as to the quality and value of brands within that market dependent upon country of origin. Thirdly, it explores aspects of existing advertisement campaigns that customers find particularly alluring with regard to the three brands under consideration.Suggested initial topic reading:
Prendergast, G.P., Tsang, A.S.L. and Chan, C.N.W. (2010) ‘The interactive influence of country of origin of brand and product involvement on purchase intention’, Journal of Consumer Marketing, Vol. 27(2), pp.180-188.
Bluemelhuber, C., Carter, L.C. and Lambe, C.J. (2007) ‘Extending the view of brand alliance effects: An integrative examination of the role of country of origin’, International Marketing Review, Vol. 24(4), pp. 427-443.
Example marketing dissertation topic 14:An iconic modern brand – marketing the iPhone: An analysisUsing SWOT analysis as well as Porter’s Five Forces this dissertation analyses not only the conception and launch of the iPhone but also the continuing marketing ploys used by Apple since its introduction in 2007. In so doing, this dissertation contrasts the marketing strategies used in three countries: Britain, the USA, and France, and evaluates the extent to which the marketing campaigns were altered so as to take account of differences in socio-economic norms as well as issues of cultural diversity. Drawing not only on company reports and existing theoretical theory, this dissertation also undertakes interviews with consumers and professionals within the industry.Suggested initial topic reading:
Hayes, J. (2005) ‘Reconceptualizing the Xbox Platform’, Design Management Review, Vol. 16, pp. 10–17.
Lal, D., Pitt, D.C. and Beloucif, A. (2001) ‘Restructuring in European telecommunications: Modelling the evolving market’, European Business Review, Vol. 13(3), pp.152-158.
Example marketing dissertation topic 15:An analysis of the effectiveness of the ‘Visit Lincolnshire’ campaign with especial reference to increasing visitor numbers to ScunthorpeFormerly an industrial town and one of the world’s foremost steel centres, Scunthorpe has faced the reality of many British towns: either transform and find new industries or wither. Consequently, Scunthorpe has marketed itself within the ‘Visit Lincolnshire’ campaign as a town with a great deal to offer. As well as opportunities to study its industrial past, the town presents itself as a family destination, with steam train rides and woodlands to explore. This dissertation examines the challenges faced by Scunthorpe and considers how it has risen again to preserve its economic future.Suggested initial topic reading:
Kotler, P., Bowen, J.T. and Mackens, J.C. (2005) Marketing for hospitality and tourism (4th international edn). Harlow: Pearson Education Limited.
Seaton, A.V. and Bennett, M.M. (1996) Marketing of tourism products: Concepts, issues, cases. London: Thomson Business Press.
