MT 330
Marketing in the Technology Enterprise

Session 24: Promotional Strategy

Under Construction

Readings: ® = required; scan = read introduction and conclusions; scan inside pages;
                  (o) = optional; = Adobe Acrobat File

Required

Keller, Kevin: Building and Managing Corporate Brand Equity, in Majken Schultz, Mary Jo Hatch, and Mogens Holte Larsen, 2000. The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand. Oxford University Press, Oxford, 115-125.

Paul Weifels, 2002. The Chasm Companion. HarperCollins, NY, 226-238.

Mohr, Jakki, Sanjit Sengupta, and Stanley Slater, 2005. Marketing of High-Technology Products and Innovations, second edition. Pearson Prentice Hall, Upper Saddle River, NJ, 276-286.

Delaney, Kevin, Your Ad Here, 10 Words Max, Corporate Ads in Miniature  (two articles) Wall Street Journal, Mar. 24, 2005, B1.

Lecture Notes:

  Marketing Communications (in process) 

Exercise (to be done in class)

High-tech Discriminators

Optional Assignment: EMS Personal Selling Case Due