LibGuides: MKT410: Module 3

Module 3

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

Read Chapter 3 Marketing Planning and Management, Chapter 7 Develping a Customer Value Proposition, Chapter 8 Creating Company Value, and Part Eight Marketing Toolbox:

Appendix A – Segmentation and Targeting Workbook

Appendix B – The Business Model Workbook

Appendix C – Sample Marketing Plans

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?
Inbound Selling: How to Change the Way You Sell to Match How People Buy
Signorelli, B. (2018). Inbound selling: How to change the way you sell to match how people buy. Wiley.
Recommended text
Event Success: Maximizing the Business Impact of In-Person, Virtual, and Hybrid Experience
Alroy, A., Katz, B., & Ben-Shushan, E. (2022). Event success: Maximizing the business impact of in-person, virtual, and hybrid experience. John Wiley & Sons, Inc.
Recommended text