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KU Online MRKT 679: Marketing Management: Home

A resource guide to connect Kettering University Online students in MRKT 679 to research resources provided by the library.

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Course Texts

Marketing Management

In this course, students will gain a managerial perspective on how organizations understand and select target markets and how they attract, retain, and grow customers within those markets. A strategic perspective of how firms create, deliver, and communicate superior customer value for competitive advantage is emphasized. Students will gain an understanding of the analysis, planning, implementation, and control of activities to develop and sustain beneficial exchanges with target buyers.

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