strategic marketing recommendations

Module 3 Readings and Assignments

Complete the following readings early in the module:

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

· Organizational Buying Behavior

· Market Structure and Competitor Analysis

· From the University online library resources, read:

· Bosnjak, M., Bochmann, V., & Hufschmidt, T. (2007). Dimensions of brand personality attributions: A person-centric approach in the German cultural context. Social Behavior & Personality: An International Journal, 35(3), 303–313.  http://libproxy.edmc.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true &db=pbh&AN=24957703&site=ehost-live

· Martin, S. (2012). Market structure and market performance. Review of Industrial Organization, 40(2), 87–108. doi:http://dx.doi.org/10.1007/s11151-012-9338-8  https://login.libproxy.edmc.edu/login?url=http://search.proquest.com.libproxy.edmc.edu /docview/922843845?accountid=34899

· Nicolao, L., Irwin, J. R., & Goodman, J. K. (2009). Happiness for sale: Do experiential purchases make consumers happier than material purchases? Journal of Consumer Research, 36(2), 188–198.  https://login.libproxy.edmc.edu/login?url=http://search.proquest.com.libproxy.edmc.edu /docview/215039887?accountid=34899