digital access to books will be granted.
Read:
-Chapter 15 (From the Wheel to Twitter)
-Chapter 16 (Brand-Led
Innovation)
-Chapter “The Sandwich Strategy,” in Kellogg on Marketing
-The
One Number You Need to Grow: in HBR’s On
Strategic Marketing
Please don’t provide a superficial summary of the readings – this will NOT be sufficient.
below are guidelines on how you should write your reflection/critical analysis. Please follow the below guidelines:
1. What are the interesting ideas in the week’s readings How do they relate to the other papers/articles and the video you watched? (If there is a video for the respective week)
2.What is the contribution of these readings to the field of strategic marketing? How can this be applied to solve real-world problems?
3.Who would find it of most interest? What are the “takeaways” for marketing managers?
4.How would you develop these ideas further?
