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MKT-5021: Strategic Marketing Management

Week 4 Resources

Market-Based Management

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

Read Chapter 5: Market Segmentation and Segmentation Strategies, and Chapter 11: Portfolio Analysis and Strategic Market Planning.

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

TEDTalks: Bettina Warburg: How the Blockchain will Radically Transform the Economy