UNIT 3 DISCUSSION 1.docx - Introduction The purpose of this...

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IntroductionThe purpose of this week’s discussion post is to focus on three key articles that examine the business model canvas as it relates to marketing. While written by different authors, each article augments the marketing theory in relation to the business canvas within its own manner, and those articles in question are - The metrics that marketers muddleby Neil T. Bendle and Charan K. Bagga; Breakthrough Brands 2017by L. Gallagher and team; and lastly Demonstrating the Value of Marketingby Dominique M. Hanssens and Koen H. Pauwels. As such, it is the objective to aptly dissect each article, thereby providing a solid review to adequately disseminate the information contained within and the manner in which marketing plays a core function in a business’s failure or success. Article ComparisonsThrough a solid analysis of the articles in question, it is essential to identify a minimum of three core points from each article and address the following questions – how are the articles aligned with one another?; do the main points of each article support each other, or are there inconsistencies amongst them?; and what is the quality of the evidentiary support of the articles reviewed?

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Term
Spring
Professor
Adrienne Isakovic
Tags
Marketing, Charan K Bagga, L Gallagher

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