1. Home
  2. MKTG
  3. MKTG 440 v6: Marketing Strategy

MKTG 440 v6: Marketing Strategy Report a Broken Link

Marketing 440 introduces you to important concepts in marketing strategy formulation and implementation. The notion that organizations should strive to satisfy customer needs while achieving their own objectives is embodied in a business philosophy known as the marketing concept, the most fundamental precept in the marketing discipline.

Note that some of the articles listed below open in PDF format. If your computer does not have Adobe Acrobat Reader, you can download it at http://www.adobe.com/products/acrobat/readstep.html

Lesson 1

Required Readings
McGovern, G. J., Court, D., Quelch, J. A., & Crawford, B. (2004). Bringing customers into the boardroom. Harvard Business Review, 82(1), 70–80.
Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2001). Where should the next marketing dollar go? Marketing Management, 10(3), 24–28.
Webster, F. E. (2002). Marketing management in changing times. Marketing Management, 11(1), 18–23.

Lesson 2

Required Readings
Smith, G. E., & Nagle, T. T. (1994). Financial analysis for profit-driven pricing. MIT Sloan Management Review, 35(3), 71-84.
Shank, J. K., & Govindarajan, V. (1988). Making strategy explicit in cost analysis: A case study. MIT Sloan Management Review, 29(3), 19-29.

Lesson 3

Required Readings
Davenport, T. H., Harris, J. G., & Kohli, A. K. (2001). How do they know their customers so well? MIT Sloan Management Review, 42(2), 63–73.
Arnold, D. J., & Quelch, J. A. (1998). New strategies in emerging markets. MIT Sloan Management Review, 40(1), 7–20.
Supplementary Readings
Mittal, V. (2001). Driving customer equity: How customer lifetime value is reshaping corporate strategy. [Review of the book]. Journal of Marketing, 65(2), 107–109.
Trudel, R., & Cotte, J. (2009). Does it pay to be good? MIT Sloan Management Review, 50(2), 60–68.

Lesson 4

Required Readings
Groom, J. R., & David, F. R. (2001). Competitive intelligence activity among small firms. S.A.M. Advanced Management Journal, 66(1), 12–20.
Roberts, J. H. (2005). Defensive marketing: How a strong incumbent can protect its position. Harvard Business Review, 83(11), 150–157.
Supplementary Readings
Morrow, E. P. (2001). Are you prepared for competition? Journal of Financial Planning, 14(11), 38–40.

Lesson 5

Required Readings
Day, G. S., & Wensley, R. (1988). Assessing advantage: A framework for diagnosing competitive superiority. Journal of Marketing, 52(2), 1–20.
Valentin, E. K. (2001). SWOT analysis from a resource–based view. Journal of Marketing Theory and Practice, 9(2), 54–69.
Supplementary Readings
Stock, J., Speh, T., & Shear, H. (2006). Managing product returns for competitive advantage. MIT Sloan Management Review, 48(1), 57–62.

Lesson 6

Required Readings
Smith, W. R. (1995). Product differentiation and market segmentation as alternative marketing strategies. Marketing Management, 4(3), 63-65.

Lesson 7

Required Readings
Higgins, L. F., Weinstein, K., & Arndt, K. (1997). Winning market positioning strategies for long term care facilities. Health Marketing Quarterly, 15(1), 33–47.
Moon, Y. (2005). Break free from the product life cycle. Harvard Business Review, 83(5), 87–94.
Supplementary Readings
Aaker, D. (2003). The power of the branded differentiator. MIT Sloan Management Review, 45(1), 83–87.

Lesson 8

Required Readings
Fournier, S., & Lee, L. (2009). Getting brand communities right. Harvard Business Review, 87(4), 105–111.
Supplementary Readings
De Chernatony, L. (2001). A model for strategically building brands. Journal of Brand Management, 9(1), 32-44.
Ginsberg, J. M. & Bloom, P. N. (2004). Choosing the right green marketing strategy. MIT Sloan Management Review, 46(1), 79–84.

Lesson 9

Required Readings
Anderson, J. C., Wouters, M., & van Rossum, W. (2010). Why the highest price isn’t the best price. MIT Sloan Management Review, 51(2), 69–76.
Supplementary Readings
Smith, G. E., & Nagle, T. T. (1994). Financial analysis for profit-driven pricing. MIT Sloan Management Review, 35(3), 71-83.
Simon, H. (1992). Pricing opportunities, and how to exploit them. MIT Sloan Management Review, 33(2), 55-65.

Lesson 10

Required Readings
Anderson, E., Day, G. S., & Rangan, V. K. (1997). Strategic channel design. MIT Sloan Management Review, 38(4), 59-69.
Supplementary Readings
Fein, A. J., & Jap, S. D. (1999). Manage consolidation in the distribution channel. MIT Sloan Management Review, 41(1), 61–72.
Frazier, G. L. (1999). Organizing and managing channels of distribution. Academy of Marketing Science Journal, 27(2), 226–240.

Lesson 11

Required Readings
Nunes, P. F., & Merrihue, J. (2007). The continuing power of mass advertising. MIT Sloan Management Review, 48(2), 63–71.

Lesson 12

Required Readings
Assmus, G., & Wiese, C. (1995). How to address the gray market threat using price coordination. MIT Sloan Management Review, 36(3), 31–41.
Quelch, J. A., & Klein, L. R. (1996). The Internet and international marketing. MIT Sloan Management Review, 37(3), 60–75.
Supplementary Readings
Eppinger, S. D., & Chitkara, A. R. (2006). The new practice of global product development. MIT Sloan Management Review, 47(4), 22–30.
Narayandas, D., Quelch, J., & Swartz, G. (2000). Prepare your company for global pricing. MIT Sloan Management Review, 42(1), 61–70.