LibGuides: MBA-5150 v6: Lesson 7 Resources

Lesson 7 Resources

Principles of Marketing
Gomez Albrecht, M., Green, M., & Hoffman, L. (2023). Principles of Marketing. Rice University.
Read Chapter 2: Strategic Planning in Marketing.
Leading Innovation
Shields, K. (2022). Leading Innovation. eCampus.
Read Chapter 5: Sustainable Innovation
Marketing plan
Ruckno, H. (2020). Marketing plan. Salem Press Encyclopedia.
How to Create a Marketing Plan
Vennage. (2022). How to create a marketing plan [Video]. Vennage.