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MKT 520

Lagace, Martha . Connecting with Consumers Using Deep Metaphors. Harvard Business School (HBS) Working Knowledge. May 5, 2008.

Quelch, John. Finding Success in the Middle of the Market. HBS Working Knowledge. March 19, 2008.

Marketing

Levitt, Theodore. Marketing Myopia. Harvard Business Review. Jul/Aug 2004. 

Ohmae, Kenichi. Getting Back to Strategy. Harvard Busines Review. Nov/Dec 1988.

Branding

Keller, Kevin, Brian Sternthal and Alice Tybout. Three Questions you need to Ask about your Brand. Harvard Business Review. Sep. 2002.

Target Markets, Segmenting and Positioning

 
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Robert Morris College is a private not-for-profit, associate, baccalaureate, and master's degree-granting institution, accredited by the Higher Learning Commission of the North Central Association of Colleges and Schools. RMC serves over 6500 students interested in getting an education that meets the demands of today's business, graphic arts, health care, culinary and technical world at its main campus in Chicago as well as at locations in DuPage, Orland Park, Bensenville, Springfield, Peoria and Lake County.