Week Three
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
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Case Study
- Chiropractic marketing: market segmentation & growth strategyLiu, Jeanny Y., and Stephanie N. Van Ginkel. Journal of the International Academy for Case Studies 17.1 (2011): 65+.
Articles for Class
- Why Most Product Launches Failby Jane Schneider and Julie Hall, Havard Business Review, April 2011.
- A critical analysis of the concept of marketing strategies for small and mid-sized companiesMarek, P. (2014). A critical analysis of the concept of marketing strategies for small and mid-sized companies. Economics, Management, and Financial Markets, 9(4), 254+.
You will need to use your DU log in to read this article. - Booze Brands Rush to Snapchat While Contending With Age RisksBy E.J. Schultz, July 11, 2016, Advertising Age.
- When Should You Co-Brand? Seven Questions to Help Determine In Which Cases Co-Branding Is Right for Your OrganizationBy Jose Ignacio Monrabal, July 06, 2016, Advertising Age.