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MGT-5002 V3

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.