Week Six
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 for Read
- Business to Business Digital Content Marketing: Marketers' Perceptions of Best PracticeHolliman, G., & Rowley, J. (2014). Business to business digital content marketing: Marketers' perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269.
You will need to use your DU log in to read this article. - Why, how and to what effect do firms deviate from their intended marketing plans?: Towards a taxonomy of post plan improvisationsWhalen, P. S., & Boush, D. M. (2014). Why, how and to what effect do firms deviate from their intended marketing plans? European Journal of Marketing, 48(3), 453-476.
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