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"Teaching Marketing Strategy: Using Resource-Advantage Theory as an Integrative Theoretical Foundation" icon

Teaching Marketing Strategy: Using Resource-Advantage Theory as an Integrative Theoretical Foundation

Knowledge of marketing strategy is essential for marketing majors. To supplement and/or replace the traditional lecture-discussion approach, several pedagogical vehicles have been recommended to teach marketing strategy, including the analytic hierarchy process; career-planning cases; computer-assisted, simulated marketing cases; experiential projects; life-history analysis; product-management projects; scenarioplanning;...

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