Recommended Reading  

Recommended Reading for the Programme. 

These are some of the books we use. You might want to try and purchase some of  them and look over them before the course begins. We also have copies in the library when you arrive in Scotland. 

• Beverland, M., 2021. Brand management: Co-creating meaningful brands. Brand Management, pp.1-424. 

• Creswell, John W and Creswell, JD (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 5th ed. Thousand Oaks: Sage 

• Chaffey, D & Ellis-Chadwick, F (2019) Digital Marketing Strategy, Implementation and Practice 7th edition. Pearson, United Kingdom.

• Chaffey D and Smith, PR (2017) Digital Marketing Excellence: Planning Optimising and Integrating Online Marketing 5th edition Routledge

• Keller, K.L. and Swaminathan, V., 2020. Strategic brand management: Building, measuring, and managing brand equity. Harlow: Pearson.

• Kingsnorth, S. (2022) The Digital Marketing Handbook Kogan Page

• Saunders, M.N.K., Lewis, P. and Thornhill, A. (2019) Research methods for business students. 8th Edn. Harlow: Pearson Education.