Week Five
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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Articles to Read
- A Robust Optimization Approach to Allocation of Marketing BudgetsAlbadvi, A., & Koosha, H. (2011). A robust optimization approach to allocation of marketing budgets. Management Decision, 49(4), 601-621.
You will need to use your DU log in to read this article. - Time to Take Control? How to Manage Your Own Marketing Resource AllocationBerry, J. (2014). Time to take control? how to manage your own marketing resource allocation. Journal of Direct, Data and Digital Marketing Practice, 16(2), 80-85.
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Case Study
- Badger Service & Supply: pricing strategy, value creation, and channel disintermediation in wholesale distributionFrickenstein, Jesse, and James E. Finch. Journal of the International Academy for Case Studies 12.5 (2006): 73+.