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Read/Watch: Forward, Chapter 1 (Creating Customers and Shaping the Competitive Game) in Kellogg on Marketing,
and “Marketing Myopia” Marketing Malpractice,” and “Rethinking Marketing, in HBR’s On Marketing.
Write a 5-7 page paper on the reflection
guidelines:
1. What are the interesting ideas in the weeks readings How do they relate to the other papers/articles and the video you watched? (If there is a video for the respective week)
2.What is the contribution of these readings to the field of strategic marketing? How can this be applied to solve real-world problems?
3.Who would find it of most interest? What are the “takeaways” for marketing managers?
4.How would you develop these ideas further?
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