Prof. Birger Wernerfelt
The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers.
Wernerfelt, Birger. 15.834 Marketing Strategy, Spring 2003. (MIT OpenCourseWare: Massachusetts Institute of Technology), http://ocw.mit.edu/courses/sloan-school-of-management/15-834-marketing-strategy-spring-2003 (Accessed). License: Creative Commons BY-NC-SA