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Module Readings

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  Marketing Strategy and Management

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Dates Active:

8/31/2013 - 1/1/2099

Title:

Marketing Management

Author:

Winer; Russ Winer; Ravi Dhar

Edition / Copyright:

4

Publisher:

Prentice Hall PTR

ISBN:

9780136074892

List Price:

$0.00

Delivery Method:

This item is available via the University Digital Bookshelf and will be delivered to you electronically within the course. There is no need to purchase a textbook.

Complete the following readings early in the module:

· From the textbook Marketing management, read the following chapters:

· Marketing and the Job of the Marketing Manager

· A Strategic Marketing Framework

· Marketing Research

· Analyzing Consumer Behavior

· From the Argosy University online library resources, read:

· White, K., & Dahl, D. W. (2007). Are all out-groups created equal? Consumer identity and dissociative influence. Journal of Consumer Research, 34(4), 525–536.  https://login.libproxy.edmc.edu/login?url=http://search.proquest.com.libproxy.edmc.edu /docview/215032668?accountid=34899

· Venkatesh, A., Joy, A., Sherry Jr., J. F., & Deschenes, J. (2010). The aesthetics of luxury fashion, body and identify formation. Journal of Consumer Psychology, 20(4), 459–470.  http://dx.doi.org.libproxy.edmc.edu/10.1016/j.jcps.2010.06.011

· Wu, E. C., Cutright, K. M., & Fitzsimons, G. J. (2011). How asking "Who am I?" affects what consumers buy: The influence of self-discovery on consumption. JMR, Journal of Marketing Research, 48(2), 296–307.  https://login.libproxy.edmc.edu/login?url=http://search.proquest.com.libproxy.edmc.edu /docview/862146435?accountid=34899

· Debevec, K., Schewe, C. D., Madden, T. J., & Diamond, W. D. (2013). Are today's millennials splintering into a new generational cohort? Maybe! Journal of Consumer Behavior, 12, 20-31. doi: 10.1002/cb.1400http://web.a.ebscohost.com.libproxy.edmc.edu/ehost/detail?sid=7c48dd69-f912-44a9-b528-b39eb1a9e802%40sessionmgr4005&vid=1&hid=4112&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=pbh&AN=85040600