The links are for required readings found in the Walden databases ONLY. For all other readings, see your course resources.
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Narver, J. & Slater, S. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54/4, 20-36.
Christiansen, C. (2001) The past and future of competitive advantage. MIT Sloan Management Review, Winter: 105-109
Reinhartz, W. and Kumar, V. (2002). The mismanagement of customer loyalty. Harvard Business Review, 86-98.
Robin, D. and Reidenbach, R. (1987). Social responsibility, ethics, and marketing strategy: Closing the gap between concept and applications. Journal of Marketing 51. (Jan): 44-58.
Optional or supplemental readings may or may not be available in the library. Find further information about optional readings here.
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