Principles of Marketing MKTG 301 010, Fall 2010 Reading Assignment for Class Ten – November 4, 2010 For this week, we will cover the two chapters that make up Section Five: Value Creation. For Thursday, from the text: Marketing , 2 nd Edition, by Dhruv Grewal and Michael Levy, you should read Chapter Thirteen: Pricing Concepts for Establishing Value. The first chapter is relatively short, but the reading may present some new concepts. • You should read the entire chapter. You should prepare Chapter Fourteen: Strategic Pricing Methods. • Again, you should read the entire chapter. This is longer, and you may find the
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