Read Chapter 1: Why is Marketing Management Important?
Read Chapter 14: Customer Satisfaction and Customer Relationships
This reading is important in your understanding of a number of important concepts.
To access the Redshelf book, click on the book link located in the Getting Started module or the Bookshelf link on the top navigation bar of the course.
Naveed, P. A., & Naveed. (2009). Marketing. In C. Wankel (Ed.), Encyclopedia of business in today's world (Vol. 1). Thousand Oaks, CA: Sage Publications Inc. This resource introduces marketing as a discipline and basic concepts.
Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: a multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1–8.
Gallo, A. (2016). A refresher on marketing myopia. Harvard Business Review Digital Articles, 2–5. This is an update to a term used in marketing that was first introduced in 1960 by Theodore Levitt.
Sun, W., Yao, S., & Govind, R. (2019). Reexamining corporate social responsibility and shareholder value: The inverted-u-shaped relationship and the moderation of marketing capability. Journal of Business Ethics, 160(4), 1001–1017.
This article discussed the value of Corporate Social Responsibility (CSR)
