LibGuides: MGT-5002 V3: Week 4 Resources

Week 4 Resources

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

Read Chapter 6: Products, Goods and Services
Read Chapter 7: Brands
Read Chapter 8: New Products and Innovation

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.

Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries
Swaminathan, V., Sorescu, A., Steenkamp, J.-B. E. M., O’Guinn, T. C. G., & Schmitt, B. (2020). Branding in a hyperconnected world: Refocusing theories and rethinking boundaries. Journal of Marketing, 84(2), 24–46.
Article discusses the challenges and opportunities of branding.
Developing Consumer Goods
Spanjol, J. (Academic). (2016). Developing consumer goods [Streaming video]. Retrieved from SAGE Video.