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MBA-5150 v5
Innovation and Marketing
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Lesson 5 Resources
Leading Innovation
Shields, K. (2022).
Leading Innovation
. eCampus.
Read Chapter 6: Growth Strategy
Principles of Marketing
Gomez Albrecht, M., Green, M., & Hoffman, L. (2023).
Principles of Marketing
. Rice University.
Read Chapters: 10.3: The Use of Metrics in Evaluating New Products.
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