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MKT-5021: Strategic Marketing Management

Week 1 Resources

Market-Based Management

Best, R. J. (2012). Market-based management (6th ed.). Pearson.

Read Chapter 3: Market Potential, Market Demand, and Market Share, and Chapter 14: Building a Marketing Plan.

Access your Redshelf book in the Getting Started module of the course or click on Bookshelf in the top navigation bar of the course.