Examine theories of marketing strategy emanating from economics, sociology, psychology, strategy and organizational sciences, as well as marketing. Levels of analysis for studying marketing strategy research will include the individual, dyadic, group, firm, interorganizational and industry levels. Examines methods for doing marketing strategy research, including experiments, quasi-experiments, surveys, qualitative data and secondary data.
instructor(s)
Lichtenstein, Donald
Primary Instructor
- Spring 2018 / Spring 2020 / Spring 2023
