Bibliografia

Principal

• Vilar, E. (2026) Ten and a Half Lessons in Marketing
• Kotler, P., Keller, K. L., Brady, M., Goodman, M., Hanses, T. (2019) Marketing Management, Harlow, England: Pearson Prentice-Hall.
• Kotler, P., Armstrong, G., Wong, V., Saunders, J. (2008) Principles of Marketing, Harlow, England: Pearson Prentice-Hall.
• Lindon, D., Lendrevie, J., Lévy, J., Dionísio, P., Rodrigues, J. V. (2011) Mercator XXI: teoria e prática do Marketing, Lisboa: Dom Quixote.

Secundária

• Grönroos, C. (1994) “From marketing mix to relationship marketing – towards a paradigm shift in market-ing”, Management Decision, vol.32, nº2, pp. 4-20.
• Kingsnorth, S. (2016) Digital Marketing Strategy: An integrated approach to online marketing, London: Kogan Page.
• Levitt, T. (1960) “Marketing myopia”, Harvard Business Review, July-August, pp. 50-65.
• Levitt, T. (1983) The Marketing Imagination, New York: The Free Press.