Week Two
Textbook for Class
Developing Successful Marketing Strategies by Read:
Chapter 1: Industry and Market
Chapter 2: Legal and Technological Changes
Chapter 3: Defining the Target Market Approach
You will need to use your DU log in to view this e-Book.
Market Segments
- Esri ZIP Code Lookup: DemographicsZipcode-based demographic and lifestyle information. Lists the top 3 market segments in each neighborhood.
Article to Read
- Examining World Market Segmentation and Brand Positioning StrategiesHassan, S. S., & Craft, S. (2012). Examining world market segmentation and brand positioning strategies. The Journal of Consumer Marketing, 29(5), 344-356.
You will need to use your DU log in to read this article.