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MKT-5021: Strategic Marketing Management

Week 2 Resources

Breakthrough marketing plans: How to stop wasting time and start driving growth
Calkins, T. (2012). Breakthrough marketing plans: How to stop wasting time and start driving growth (2nd ed.). Palgrave Macmillan.
Read Chapter 4.
Leadership marketing: An exploratory study
O’Keeffe, A., Ozuem, W., & Lancaster, G. (2016). Leadership marketing: An exploratory study. Journal of Strategic Marketing, 24(5), 418-443.

Market-Based Management

Best, R. J. (2012). Market-based management (6th ed.). Pearson.

Read Chapter 7: Product Positioning, Branding, and Product Line Strategies, and Chapter 8: Value-Based Pricing and Pricing Strategies.

Access your Redshelf book in the Getting Started module of the course or click on Bookshelf in the top navigation bar of the course.

Marketing leadership
Ewart, I. (2014, May 1). Marketing leadership. McKinsey & Company.
Head of Products, Services & Marketing at Coutts, Ian Ewart discusses what marketing needs to do for a company to change and grow.