Content Master: MBA515: Innovation and Marketing

Shields, K. (2022). Leading Innovation. eCampus.
Read Chapter 1

Boyles, M. (2022, March 8). Innovation in Business: What It Is & Why It’s So Important. Business Insights Blog.

Tang, T. (Ya), Zhang, S. (Katee), & Peng, J. (2021). The value of marketing innovation: Market-driven versus market-driving. Journal of Business Research, 126, 88–98. https://doi.org/10.1016/j.jbusres.2020.12.067

Gomez Albrecht, M., Green, M., & Hoffman, L. (2023). Principles of Marketing. Rice University.
Read Chapters 1.1 and 1.2

Gilstein, J. (2023). Marketing mix. Salem Press Encyclopedia.

Ahmed, R. R., Streimikiene, D., Qadir, H., & Streimikis, J. (2023). Effect of green marketing mix, green customer value, and attitude on green purchase intention: evidence from the USA. Environmental Science and Pollution Research, 30(5), 11473–11495. https://doi.org/10.1007/s11356-022-22944-7