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MMBA 6530 Marketing: Welcome & Course Readings

Welcome to your course guide

Please find your required library readings below. If you have problems with the links below, please contact the Library. If you have APA questions about these materials, please contact the Writing Center.

MMBA 6530 Required Course Readings

 

The links are for required readings found in the Walden databases ONLY. For all other readings, see your course resources.

Please enter your myWalden user name and password at the prompt.

Anderson, E., Day, G. S., & Rangan, V. K. (1997). Strategic channel design. Sloan Management Review, 38(4), 59–69. 

Dibb, S. (2002). Marketing planning best practice. Marketing Review, 2, 441–459. 

Dolan, R. J. (1991). Market research. Harvard Business School. (PDF link in course room Week 2 Resources)

Dolan, R. J. (1995). How do you know when the price is right? Harvard Business Review, 73(5), 174–183. 

Dolan, R. J. (1997). Note on marketing strategy. Harvard Business School. (PDF link in course room Week 1 Resources)

Kaplan, R. S., & Norton, D. P. (1992). The balanced scorecard: Measures that drive performance. Harvard Business Review, 70(1), 71–79. 

Knight, G. A. (1995). International marketing blunders by American firms in Japan—some lessons for management. Journal of International Marketing, 3(4), 107–129. 

Levitt, T. (1983). The globalization of markets. Harvard Business Review, 61(3), 92–101. 

Porter, M. (2008). The five competitive forces that shape strategy. Harvard Business Review, 86(1), 78–93. 

Star, S. H., Heskett, J. L., & Levitt, T. (1974). Note on marketing arithmetic and related marketing terms. Harvard Business School. (PDF link in course room Week 1 Resources)

Treacy, M., & Wiersema, F. (1993). Customer intimacy and other value disciplines. Harvard Business Review, 71(1), 84–93. 

Other Readings

Optional or supplemental readings may or may not be available in the library. Find further information about optional readings here.

If you have questions about your required course textbooks, please contact Customer Care at support@waldenu.edu