LibGuides: MKT410: Module 2

Module 2

Chernev, A. (2019). Strategic marketing management - Theory and practice. Cerebellum Press. 978-1936572588

Read Chapter 4 Understanding Consumers, Chapter 5 Marketing Research, and Chapter 6 Identifying Target Customers

The Art of Change Leadership: Driving Transformation in a Fast-Paced World
Cran, C. (2015). The art of change leadership: Driving transformation in a fast-paced world. Wiley.
Read Chapter 1 Why do Organizations Need Change Leaders?, Chapter 2 Fast Changing World Needs Leaders Like You, and Chapter 3 Hack the Status Quo – Change Manager or Change Leader?