|A. Analyzing markets and identifying opportunities|
|1||Introduction and company analysis|| |
Dolan, Robert J. "Note on Marketing Strategy." Harvard Business Review. Harvard Business School Publishing, October 29, 2007.
———. "Basic Quantitative Analysis for Marketing." Harvard Business School Publishing, May 24, 1984.
|2||Competitive analysis|| |
Cressman, George, and Thomas T. Nagle. "How to Manage an Aggressive Competitor." Business Horizons 45, no. 2 (2002): 23-30.
|3||Customer analysis I|| |
Belsky, Gary. "To Understand Your Customers, You Have to Know How They Think." America's Community Banker, October 1999, 23-26.
Altman, Daniel. "A Nobel That Bridges Economics and Psychology." The New York Times, October 10, 2002.
|4||Customer analysis II and III: Value to the customer and customer lifetime value|| |
Reichheld, Frederick F., and W. Early Sasser, Jr. "Zero Defections: Quality Comes to Services." Harvard Business Review, September-October, 1990, 105-111.
Gupta, Sunil, and Donald R. Lehmann. "Customers As Assets." Journal of Interactive Marketing 17, no. 1 (2003): 9-24.
|B. Developing marketing strategy|
|5||Developing market strategy|
|6||Segmentation, targeting and positioning|
|8||STP-based strategy and IBS|| |
Szegedy-Maszak, Marianne. "The Worst of All Bets." US News and World Report, May 15, 2005.
Griffiths, Mark. "Betting Your Life on It." British Medical Journal 329 (2004): 1055-56.
Holden, Constance. "Behavioral Addictions Debut in Proposed DSM-V." Science 327, no. 5968 (2010): 935.
|9||IBS, social responsibility and marketing|
Mizik, Natalie, and Robert Jacobson. "Talk About Brand Strategy." Harvard Business Review Magazine, October 2005.
Keller, K. L., and Lehmann, D. R. "How Do Brands Create Value?" Marketing Management 12 (2003): 26-31.
|11||Developing marketing strategy for innovation|
|C. Formulating marketing programs|
Iansiti, Marco, Thomas J. Kosnik, and Ellen Stein. "Product Development: A Customer-Driven Approach." Harvard Business School Note. Harvard Business School Publishing. November 9, 1994.
Boulding, Willian, and Markus Christen. "First-Mover Disadvantage." Harvard Business Review Magazine, October 2001.
|13||Marketing products for multi-sided demand markets|
Simon, Hermann. "Pricing Opportunities — And How to Exploit Them." Sloan Management Review 33 (1992): 55-65.
Purohit, Debu. "Aligning Incentives in Marketing Channels." Duke University Teaching Note, 2001.
|D. Special topics|
|17||International market entry|
|19||Course summary|| |
Mizik, Natalie, and Robert L. Jacobson. "The Cost of Myopic Management." Harvard Business Review Magazine, July-August 2007.
———. "Myopic Marketing Management: Evidence of the Phenomenon and Its Long-Term Performance Consequences in the SEO Context." Marketing Science 26, no. 3 (2007): 361-379.