New Dominant Logic in Marketing

New Dominant Logic in Marketing

Question 1

Read the Article in segment 1, Evolving to a New Dominant Logic in Marketing.

Describe the new perspectives and logic to which marketing is evolving. Do you agree with this new perspective? 1-2 pages single spaced.

Question 2.

Read Sheth Chapter 1.

What are the conceptual foundations of relationship marketing? How does Sheth define relationship marketing. Some marketers equate one-to-one marketing and relationships with stakeholder

as synonymous with relationship marketing. Would Sheth agree with these views? Why or why not? 1-2 pages single spaced.

Question 3.

Read Groth Data Mining Algorithms and Techniques.

Summarize the algorithms and techniques commonly used according to Groth. 1-2 pages single spaced.

Question 4

Review Chapter 1 of Marketing Engineering. How do the authors define marketing engineering and decision models? (two paragraphs).

Question 5

In our powerpoint lecture on personalization,  Peppers and Rodgers present a framework of personalization approaches. What are these approaches? When does personalization “make sense”

(two paragraphs).

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