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Readings

The following textbooks are recommended if you are interested in additional background readings. The first text is an excellent if relatively encyclopedic reference. The second text emphasizes the quantitative and financial aspects of marketing management.

Buy at Amazon Kotler, Philip, and Kevin Keller. Marketing Management. 13th ed. Prentice Hall, 2008. ISBN: 9780136009986.

Buy at Amazon Best, Roger J. Market-Based Management – Strategies for Growing Customer Value and Profitability. 5th ed. Prentice Hall, 2009. ISBN: 9780132336536.

In addition to the reading materials listed below, required case studies are assigned throughout the semester and will be discussed in class.

SES # TOPICS READINGS
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.

Buy at Amazon Paul, Peter J., and James Donelly. "Analyzing Marketing Problems and Cases." Section II in A Preface to Marketing Management. Richard D. Irwin, Inc., 1994. ISBN: 9780256122510.
2 Competitive analysis

Buy at Amazon Chernev, Alexander. "Managing the Competition." In Strategic Marketing Management. Brightstar Media, Inc., 2009. ISBN: 9780982512647.

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

Buy at Amazon Best, Rogers. "Economic Benefits and Value Creation." In Market-Based Management-Strategies for Growing Customer Value and Profitability. 5th ed. Prentice Hall, 2009. ISBN: 9780132336536.

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

Buy at Amazon Chernev, Alexander. "Segmentation and Targeting Analysis." In Strategic Marketing Management. Brightstar Media, Inc., 2009. ISBN: 9780982512647.

Buy at Amazon ———. "Value Proposition and Positioning." In Strategic Marketing Management. Brightstar Media, Inc., 2009. ISBN: 9780982512647.
7 EVC-based strategy  
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  
10 Branding

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
12 Product

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  
14 Price

Buy at Amazon Ortmeyer, Gwendolyn K. "Ethical Issues in Pricing." Chapter 5.1 in Ethics in Marketing. By N. Craig Smith and John A. Quelch. Irwin, 1992. ISBN: 9780256108941.

Simon, Hermann. "Pricing Opportunities — And How to Exploit Them." Sloan Management Review 33 (1992): 55-65.
15 Promotion  
16 Distribution

Purohit, Debu. "Aligning Incentives in Marketing Channels." Duke University Teaching Note, 2001.
D. Special topics
17 International market entry  
18 International branding  
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.
20 Team presentations