The links are for required readings found in the Walden databases ONLY. For all other readings, see your course resources.
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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.
Optional or supplemental readings may or may not be available in the library. Find further information about optional readings here.
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