MBA-5150 v6

Innovation and Marketing

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.