Week One
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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Check out How to Read & Download Entire E-book from Business Expert Press guide.
Articles to Read
- How to Analyze a Case StudyFrom: Essentials of Management Information Systems by Kenneth C Laudon, Jane P Laudon.
- Marketers Lack the Skills to Improve Digital Customer Experiences, Survey FindsBy Maureen Morrison, July 05, 2016, Advertising Age.
- Marketing StrategyShaw, E. H. (2012). Marketing strategy. Journal of Historical Research in Marketing, 4(1), 30-55.
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