MBA-6010

Kumar, V. (2018). Transformative marketing: The next 20 years. Journal of Marketing, 82(4), 1–12. https://doi.org/10.1509/jm.82.41
Academic research, marketplace actions, and societal developments constantly shape the future of marketing thought and practice (Kumar 2015). This piece presents the concept of transformative marketing, proposes an early definition of this phenomenon, and identifies its potential triggers. An explicative framework of contributing elements to describe and discuss this important topic.

Wienclaw, R. A. (2021). Marketing strategy. Salem Press Encyclopedia.
Factors to be considered in the development of an organizationally unique empirically based strategy are the assets and skills possessed by the organization, the drivers of the particular market, the nature of the competition, the stage of the life cycle of the industry or market, and any strategic windows that affect the organization's ability to successfully compete in the marketplace.

Capsim. (n.d.). Capstone Team Members Guide.
The Capstone Team Members Guide is a concise information manual about the structure of the simulation, how to participate, and knowing performance outcomes. As information, the manual explains the industry context, consumer demand, and the market structure. On how to participate, the manual mentions the three critical foci of successful performance. Performance outcomes are the reports the simulation provides each competitor about its decisions and competition as a whole.

Goel, S. (2016). Financial ratios (First edition.). Business Expert Press.
Owners/investors, management, and lenders require information to measure, compare, and evaluate an organization’s strength, operations, and sustainability. Financial ratios, derived from financial statements, are this information. Each group has its own set of ratios. Each group must be able to converse with the other two groups. This text provides identification, description, formula, and explanation of financial ratios. This text is the learner’s first source on ratios.