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MKT-5021: Strategic Marketing Management

Week 8 Resources

Inventing is the Easy Part. Marketing Takes Work

Market-Based Management

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

Read Chapter 9: Marketing Channels and Channel Mapping, and Chapter 10: Marketing Communications, Social Media, and Customer RESPONSE.

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