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MGT-5002 V3

Week 1 Resources

Iacobucci, D. (2018). Marketing management (5th ed.). Mason, OH: Cengage Learning.

  • Read Chapter 1: Why is Marketing Management Important?

  • Read Chapter 14: Customer Satisfaction and Customer Relationships

This reading is important in your understanding of a number of important concepts.

To access the Redshelf book, click on the book link located in the Getting Started module or the Bookshelf link on the top navigation bar of the course.