Kotler, P, and K.L. Keller (2009): Marketing Management, 13th edition (The 14th edition or any other edition can also be used, but mark that the chapters might deviate from the table above)
Moore, Geoffrey A. (1991/1998): Crossing the Chasm.
In addition, the course might use cases and articles as basis for discussion. These will be distributed in class or on Fronter.