Digital Reading Room 2.0 -- MKMT 504: Marketing Management

MKMT 504: Marketing Management Report a Broken Link

Marketing Management presents the fundamentals of contemporary marketing and elaborates on the role marketing plays in various organizational settings. Through readings, cases, discussions, and assignments, you will examine the components of a marketing strategy and understand how that strategy links to the rest of the organization's business strategy.

Specifically, you will learn how to apply marketing concepts and theory to real marketing problems. Throughout the course, alternative, perhaps even contradictory, views may be presented for you to consider. While the general principles of marketing are well established, there are differences in the nuances and interpretation of the observed data. You will be challenged to consider all views and decide which are most applicable to a situation.

When you finish this course, you will be able to relate modern marketing concepts, theory, and strategies to a business situation. Each lesson will cover particular areas of marketing theory and, through the course assignments, you will apply these areas to your own work environment.

The course description can be found at the following website: https://www.athabascau.ca/syllabi/mkmt/mkmt504.php

Required Readings

Lesson 1

Marketing Plan Template: This is the template that you will use to complete Assignments 1 and 2. Please download the file for use on your computer’s hard drive, and resave/rename it when completing Assignments 1 and 2.

Please be sure to review the requirements for Assignment 1 and Assignment 2 in Section 0-4 of the MKMT-504 Study Guide.

Reading 1: Levitt, T. (2004). Marketing myopia. Harvard Business Review [Special issue], 82(7/8), 138–149.

[Originally published in 1960]

Lesson 6

There are no required readings for this lesson.

There are no readings this week.

Lesson 7

Reading 8: MaGrath, A. J. (1991). Ten timeless truths about pricing. Journal of Consumer Marketing, 8(1), 5–13.

Lesson 8

Reading 9: Kidder, R. M. (1995). Chapter 1: Overview: The ethics of right versus right. In How good people make tough choices: Resolving the dilemmas of ethical living (1st ed., pp. 13–29). Harper Collins.

Supplementary Readings

Lesson 1 Supp. Rdgs.

WEBSITE: O'Reilly, T., & Tennant, M. [Producers]. (2010). Under the influence [Radio series]. Toronto: CBC. Audio files posted to http://www.cbc.ca/undertheinfluence

LIBRARY ARTICLE: Sargeant, A., Foreman, S., & Liao, M. (2002). Operationalizing the marketing concept in the nonprofit sector. Journal of Nonprofit & Public Sector Marketing, 10(2), 41–64.

LIBRARY ARTICLE: Hunt, S. D. (1976). The nature and scope of marketing. Journal of Marketing, 40(3), 17–28.

LIBRARY ARTICLE: Lichtenthal, J. D., & Wilson, D. T. (1992). Becoming market oriented. Journal of Business Research, 24(3), 191–207.

LIBRARY ARTICLE: Anderson, J. C., Håkansson, H., & Johanson, J. (1994). Dyadic business relationships within a business network context. Journal of Marketing, 58(4), 1–15.

This reading complements Chapter 1 in A Framework for Marketing Management .

LIBRARY ARTICLE: Mullin, R. (1997). Taking customer relations to the next level. The Journal of Business Strategy, 18(1), 22–26.

This reading compliments Chapter 4 in A Framework for Marketing Management.

LIBRARY ARTICLE: Sheridan, J. H. (1997, March 17). An alliance built on trust. Industry Week, 246(6), 66–70.

This reading compliments Chapter 7 in A Framework for Marketing Management.

LIBRARY ARTICLE: Bates, M., Rizvi, S., Tewari, P., & Vardhan, D. (2001). How fast is too fast? McKinsey Quarterly, (3), 52–62.

BOOK: Cespedes, F. (1995). Managing marketing linkages: Text, cases, and readings. Upper Saddle River, NJ: Prentice Hall.

This reading complements Chapter 3 in A Framework for Marketing Management .

LIBRARY ARTICLE: Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37–53.

This reading complements Chapter 3 in A Framework for Marketing Management.

LIBRARY ARTICLE: Hamel, G. (1996). Strategy as revolution. Harvard Business Review, 74(4), 69–82.

This reading complements Chapter 3 in A Framework for Marketing Management.

BOOK: Knox, S. and Maklan, S. (1998). Competing on value: Bridging the gap between brand and customer value. Financial Times Prentice Hall.

This reading complements Chapter 3 in A Framework for Marketing Management.

LIBRARY ARTICLE: Prahalad, C. K., & Hamel, G. (1990). The core competence of the corporation. Harvard Business Review, 68(3), 79–91.

This reading complements Chapter 3 in A Framework for Marketing Management.

LIBRARY ARTICLE: Spreng, R. A., MacKenzie, S. B., & Olshawsky, R. W. (1996). A reexamination of the determinants of consumer satisfaction. Journal of Marketing, 60(3), 15–32.

This reading complements Chapter 3 in A Framework for Marketing Management.

Lesson 2 Supp. Rdgs.

LIBRARY ARTICLE: Etherington, B. (1992). Putting customer satisfaction to work. Business Quarterly, 57(1), 128–131.

LIBRARY ARTICLE: Gouillart, F. J., & Sturdivant, F. D. (1994). Spend a day in the life of your customers. Harvard Business Review, 72(1), 116–125.

LIBRARY ARTICLE: Litchfield, R. (1994). Why we buy. Canadian Business, 67(2), 31–32.

BOOK: Sheth, J. N., & Mittal, B. (2004). Customer behavior: A managerial perspective (2nd. ed.). Mason, OH: South-Western.

This reading complements Chapter 6 in A Framework for Marketing Management.

Lesson 3 Supp. Rdgs.

YOUTUBE VIDEO: Introduction - Marketing Strategy - Rob Palmatier and Shrihari Sridhar, https://www.youtube.com/watch?v=KuWrP6MmGpo. (2017)

LIBRARY ARTICLE: Zaltman, G. (1997). Rethinking market research: Putting people back in. JMR, Journal of Marketing Research, 34(4), 424–438.

This reading complements Chapter 3 in A Framework for Marketing Management.

LIBRARY ARTICLE: Rangan, V. K., Moriarty, R. T., & Swartz, G. S. (1992). Segmenting customers in mature industrial markets. Journal of Marketing, 56(4), 72–82.

This reading complements Chapter 6 in A Framework for Marketing Management.

LIBRARY ARTICLE: Zipkin, P. (2001). The limits of mass customization. MIT Sloan Management Review, 42(3), 81–88.

This reading complements Chapter 6 in A Framework for Marketing Management.

Lesson 4 Supp. Rdgs.

LIBRARY ARTICLE: Holt, D. (2016). Branding in the age of social media. Harvard business review, 94(3), 40–50.

LIBRARY ARTICLE: Brown, S. F. (1998, September 28). The company that out-Harleys Harley. Fortune, 138(6), 56–60.

This reading complements Chapter 7 in A Framework for Marketing Management.

LIBRARY ARTICLE: Woo, C. Y., & Cooper, A. C. (1984). Market-share leadership—not always so good. Harvard Business Review, 62(1), 50–54.

This reading complements Chapter 7 in A Framework for Marketing Management.

LIBRARY ARTICLE: Lambkin, M. (1992). Pioneering new markets: A comparison of market share winners and losers. International Journal of Research in Marketing, 9(1), 5–22.

LIBRARY ARTICLE: Broniarczyk, S. M., & Alba, J. W. (1994). The importance of the brand in brand extension. JMR, Journal of Marketing Research, 31(2), 214–228.

This reading complements Chapter 7 in A Framework for Marketing Management.

LIBRARY ARTICLE: Hardle, B. G. S., Lodish, L. M., Kilmer, J. V., Beatty, D. R., et al. (1994). The logic of product-line extensions. Harvard Business Review, 72(6), 53–62.

Please use HTML version of the reading. This reading complements Chapter 7 in A Framework for Marketing Management.

LIBRARY ARTICLE: Quelch, J. A., & Kenny, D. (1994). Extend profits, not product lines. Harvard Business Review, 72(5), 153–160.

This reading complements Chapter 7 in A Framework for Marketing Management.

LIBRARY ARTICLE: Roedder John, D., Loken, B., & Joiner, C. (1998). The negative impact of extensions: Can flagship products be diluted? Journal of Marketing, 62(1), 19–32.

This reading complements Chapter 7 in A Framework for Marketing Management.

Lesson 5 Supp. Rdgs.

LIBRARY ARTICLE: Herhausen, D., Emrich, O., Grewal, D., Kipfelsberger, P., & Schoegel, M. (2020). Face forward: How employees’ digital presence on service websites affects customer perceptions of website and employee service quality. Journal of Marketing Research, 57(5), 917–936.

LIBRARY ARTICLE: Pine, II, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97–105.

LIBRARY ARTICLE: Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50.

This reading complements Chapter 10 in A Framework for Marketing Management.

LIBRARY ARTICLE: Tax, S. S., & Brown, S. W. (1998). Recovering and learning from service failures. Sloan Management Review, 40(1), 75–88.

This reading complements Chapter 10 in A Framework for Marketing Management.

LIBRARY ARTICLE: Taylor, S. (1994). Waiting for service: The relationship between delays and evaluations of service. Journal of Marketing, 58(2), 56–69.

LIBRARY ARTICLE: Levitt, T. (1980). Marketing success through differentiation—of anything. Harvard Business Review, 58(1), 83–91.

LIBRARY ARTICLE: Anonymous. (1993). Test marketing a new product: When it's a good idea and how to do it. Profit-Building Strategies for Business Owners, 23(3), 14–16.

LIBRARY ARTICLE: Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical service encounters: The employee’s viewpoint. Journal of Marketing, 58(4), 95–106.

This reading complements Chapter 10 in A Framework for Marketing Management.

LIBRARY ARTICLE: Devlin, S. J., & Dong, H. K. (1994). Service quality from the customers’ perspective. Marketing Research, 6(1), 4–13.

This reading complements Chapter 10 in A Framework for Marketing Management.

LIBRARY ARTICLE: Hauser, J. R., Simester, D. I., Wernerfelt, B. (1996). Internal customers and internal suppliers. JMR, Journal of Marketing Research, 33(3), 268–281.

This reading complements Chapter 10 in A Framework for Marketing Management.

LIBRARY ARTICLE: Ostrom, A., & Iacobucci, D. (1995). Consumer trade-offs and the evaluation of services. Journal of Marketing, 59(1), 17–29.

This reading complements Chapter 10 in A Framework for Marketing Management.

Lesson 6 Supp. Rdgs.

LIBRARY ARTICLE: Bucklin, L. P. (1973). A theory of channel control. Journal of Marketing, 37(1), 39–47.

LIBRARY ARTICLE: Hollander, S. C. (1960). The wheel of retailing. Journal of Marketing, 25(1), 37–42.

LIBRARY ARTICLE: Lusch, R. F., & Ross, R. H. (1985). The nature of power in a marketing channel. Academy of Marketing Science, 13(3), 39–56.

LIBRARY ARTICLE: Webster, F. E. Jr. (1976). The role of the industrial distributor in marketing strategy. Journal of Marketing, 40(3), 10–16.

LIBRARY ARTICLE: Bijmolt, T. H., Broekhuis, M., De Leeuw, S., Hirche, C., Rooderkerk, R. P., Sousa, R., & Zhu, S. X. (2019). Challenges at the marketing–operations interface in omni-channel retail environments. Journal of Business Research.

LIBRARY ARTICLE: Young, J., Tudor, R. K., & Capozzoli, E. (2016). The use of electronic marketing channels for disintermediation: A historical examination of producers’ behavior. B> Quest (Business Quest).

LIBRARY ARTICLE: Kalwani, M. U., & Narayandas, N. (1995). Long-term manufacturer-supplier relationships: Do they pay off for supplier firms? Journal of Marketing, 59(1),1–16.

This reading complements Chapter 13 in A Framework for Marketing Management.

LIBRARY ARTICLE: Siguaw, J. A. (1998). Effects of supplier market orientation on distributor market orientation and the channel relationship: The distributor perspective. Journal of Marketing, 62(3), 99–111.

This reading complements Chapter 13 in A Framework for Marketing Management.

Lesson 7 Supp. Rdgs.

Book Exerpt: Krämer, A., & Kalka, R. (2017). How digital disruption changes pricing strategies and price models. In Phantom Ex Machina (pp. 87–103). Springer, Cham.

LIBRARY ARTICLE: Baker, W., Benmark, G., Chopra, M., & Kohli, S. (2018). Master the challenges of multichannel pricing. MIT Sloan Management Review, 60(1), 1–5.

LIBRARY ARTICLE: Albert, F., Wilson, B., & Elliott, M. T. (1993). Price signaling: Does it ever work? Journal of Consumer Marketing, 10(4), 4–14.

LIBRARY ARTICLE: Bartakovich, D. (1990). Building competitive advantage through creative pricing strategies. Business Quarterly, 55(1), 45.

LIBRARY ARTICLE: Coughlan, A. T., & Mantrala, M. K. (1992). Dynamic competitive pricing strategies. International Journal of Research in Marketing, 9(1), 91–108.

LIBRARY ARTICLE: Abe, M. (1995). Price and advertising strategy of a national brand against its private-label clone: A signaling game approach. Journal of Business Research, 33(3), 241–250.

This reading complements Chapter 11 in A Framework for Marketing Management.

LIBRARY ARTICLE: Kortge, G. D., & Okonkwo, P. A. (1993). Perceived value approach to pricing. Industrial Marketing Management, 22(2), 133–140.

This reading complements Chapter 11 in A Framework for Marketing Management.

LIBRARY ARTICLE: Shen, F. (2002). Banner advertisement pricing, measurement, and pretesting practices: Perspectives from interactive agencies. Journal of Advertising, 31(3), 59–67.

LIBRARY ARTICLE: Urban, G. L., Gosline, R., & Lee, J. (2017). The power of consumer stories in digital marketing. MIT Sloan Management Review, 58(4).

LIBRARY ARTICLE: Johnston, W. J. (1994). The importance of advertising and the relative lack of research. The Journal of Business & Industrial Marketing, 9(2), 3–4.