LibGuides: ENT-5001 v4: Week 5 Resources

Week 5 Resources

Competing Assessments of Market-Driven, Sustainability-Centered, and Stakeholder-Focused Approaches to the Customer-Brand Relationships and Performance
Mena, J. A., Hult, G. T. M., Ferrell, O. C., & Zhang, Y. (2019, February). Competing assessments of market-driven, sustainability-centered, and stakeholder-focused approaches to the customer-brand relationships and performance. Journal of Business Research, 95 , 531–543.
Building sustainability-centered or stakeholder-focused marketing strategy is the theme of this article.
Marketing Excellence: Nature, Measurement, and Investor Valuations
Homburg, C., Theel, M., & Hohenberg, S. (2020). Marketing excellence: Nature, measurement, and investor valuations. Journal of Marketing, 84(4), 1–22.
The quest for marketing excellence is presented in this article.
Marketing strategy
Wienclaw, R. A. (2019). Marketing strategy. Salem Press Encyclopedia.
Market strategy building with an evidence-based approach is discussed by the author.

Kaltura User Guide
National University (2023). Kaltura User Guide. Graduate Studies Support Center.
This resource includes instructions for recording and uploading videos into courses using Kaltura.

The Balancing of Country-Based Interaction Orientation and Marketing Strategy Implementation Adaptation/Standardization for Profit Growth in Multinational Corporations
Lee, H. S., & Griffith, D. A. (2019). The balancing of country-based interaction orientation and marketing strategy implementation adaptation/standardization for profit growth in multinational corporations. Journal of International Marketing, 27(2), 22–37.
Understanding the power of customer interaction is imperative for success.