What this resource explores
Archived introductory marketing materials connecting customers, competition and organizational strengths with target-market choices and marketing decisions.
- Customer decisions and target-market selection
- Product, pricing, promotion and distribution
- Marketing frameworks and case-based reasoning
Who it is for
Readers seeking an introductory framework for marketing strategy and decisions through a historical graduate-level course.
Background & preparation
The historical syllabus describes an introductory marketing survey with no prerequisites. Its graduate-level format includes readings and case discussions.
A way to approach it
Separate strategic choices about customers and organizational strengths from tactical choices about products, pricing, promotion and distribution. Compare the reasoning in the case materials.
Edition & context
This entry describes Fall 2004 materials. Cases and market context are historical; current channels, tools and market conditions require separate checks.