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MKT-5021: Strategic Marketing Management

Week 5 Resources

Market-Based Management

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

Read Chapter 11: Portfolio Analysis and Strategic Market Planning;
Chapter 12: Strategic Offensive Strategies; and Chapter 13: Strategic Defensive Strategies.

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