課程主題 :
Defining Marketing for the 21st Century
Levitt, Theodore 1960, “Marketing Myopia,” Harvard Business Review, 38, (July-August), pp 45-56
教材 :
Ch. 5 & 13
本週作業 :
- 1005 classfeedback
- Individual Assignment 1: 2 most innovative marketing cases
下週(10/12)課程進度(請提前預習)
Value Creation & Customer Relationship Management
Christian Gronroos, 1994, “From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing”, Management Decision, Vol. 32, No.2 pp.4-20
Ch. 2 & 12
Group Assignment 1: Design a customer relationship program through value creation