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MKT-5021: Strategic Marketing Management

Week 3 Resources

Market-Based Management

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

Read Chapter 1: Customer Focus, Customer Performance and Profit Impact, and Chapter 15: Marketing Metrics, Performance, and Strategy Implementation.

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

5 Ways to Lead in an Era of Constant Change

What it takes to be a great leader