2 SLP - MKT501

Module 2 - Background

PROMOTION MANAGEMENT & SWOT ANALYSIS

Discussion

Good-Corp-Bad-Corp Chapter 1 Corporations and their Social Responsibility (PDF) “The Social Purpose of Business: Brand Activism as a CEO Imperative” – Philip Kotler and Christian Sarkar http://www.marketingjournal.org/the-social-purpose-of-business-brand-activism-as-a-ceo-imperative-philip-kotler-and-christian-sarkar/

The Functional Benefits of Your Product Only Get You So Far https://www.entrepreneur.com/article/247603

How to Sell: Value, Benefits, or Features? https://www.inc.com/geoffrey-james/how-to-sell-value-benefits-or-features.html

Case

Gap Analysis https://www.consumerpsychologist.com/dist_Gap_Analysis.html

How to Write a Gap Analysis Report http://smallbusiness.chron.com/write-gap-analysis-report-55720.html

Customer Segmentation Strategies http://smallbusiness.chron.com/customer-segmentation-strategies-4007.html

Market Segmentation https://www.dssresearch.com/Solutions/StrategyResearchSolutionsGroup/MarketSegmentation/MarketSegmentationTechniques.aspx

The Strategy of Market Segmentation http://www.opentextbooks.org.hk/ditatopic/40030

Mastering-Strategic-Management Chapter 3 Evaluating the External Environment (PDF)

Mastering-Strategic-Management Chapter 4 Managing Firm Resources (PDF)

SLP

Mastering-Strategic-Management Chapter 5 Selecting Business-Level Strategies (PDF)

Mastering-Strategic-Management Chapter 6 Supporting the Business-Level Strategy- Competitive and Cooperative Moves (PDF)

Customer Lifetime Value http://www.marketingmo.com/campaigns-execution/how-to-calculate-customer-lifetime-value/