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.
Click the links below to be taken to the library's catalog search results. Once that page loads, you can use filters on the left side of the page to narrow your results and choose filters such as "full text only," "peer-reviewed," and even choose a publication date range.