Skip to Main Content

MKT-5021

Week 2 Resources

Breakthrough marketing plans: How to stop wasting time and start driving growth
Calkins, T. (2012). Breakthrough marketing plans: How to stop wasting time and start driving growth (2nd ed.). Palgrave Macmillan.
Read Chapter 4.
Leadership marketing: An exploratory study
O’Keeffe, A., Ozuem, W., & Lancaster, G. (2016). Leadership marketing: An exploratory study. Journal of Strategic Marketing, 24(5), 418-443.

Market-Based Management

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

Read Chapter 7: Product Positioning, Branding, and Product Line Strategies, and Chapter 8: Value-Based Pricing and Pricing Strategies.

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

Marketing leadership
Ewart, I. (2014, May 1). Marketing leadership. McKinsey & Company.
Head of Products, Services & Marketing at Coutts, Ian Ewart discusses what marketing needs to do for a company to change and grow.

Last Updated: Nov 5, 2025 10:20 AM
URL: https://resources.nu.edu/c.php?g=1089375
Print Page