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MGT-5002 V3

Week 3 Resources

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

  • Read Chapter 3: Segmentation

  • Read Chapter 4: Targeting

  • Read Chapter 5: Positioning

These chapters are critical to your understanding of the foundation of developing marketing strategies.

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.