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MGT-5002 V3

Week 1 Resources

Iacobucci, D. (2018). Marketing management (5th ed.). Mason, OH: Cengage Learning.

  • 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.

Access your textbook via the Bookshelf tab in the top navigation bar of your course.