MKT-7023: Marketing Science

Sterne, J. (2017). Artificial intelligence for marketing: Practical applications.
Optional Reading: Read Chapter 4 – Using AI to Get Their Attention, Chapter 5 – Using AI to Persuade, and Chapter 6 – Using AI for Retention. 89p

Mustak, M., Salminen, J., Plé, L., & Wirtz, J. (2020, November). Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda. Journal of Business Research, 1-16.

Arsenijevic, U., & Jovic, M. (2019). Artificial intelligence marketing: Chatbots. 2019 International Conference on Artificial Intelligence: Applications and Innovations (IC-AIAI), 19–22. https://doi-org.proxy1.ncu.edu/10.1109/IC-AIAI48757.2019.00010

Martínez-López, F. J., & Casillas, J. (2013). Artificial intelligence-based systems applied in industrial marketing: An historical overview, current and future insights. Industrial Marketing Management, 42(4), 489–495.

Marketing Science Institute, Inc. (2020). Marketing Science Institute.
Use this website to select a company for this week’s assignment.

Noveri, M. (2020). Research trends in marketing science before COVID-19 outbreak: A literature review. Management Şi Marketing, 15(s1), 514–533.

Stainton, R. S. (1952). Science in marketing. Journal of Marketing, 17(1), 64–65.

Batra, M. M. (2019). Strengthening customer experience through artificial intelligence: An upcoming trend. Competition Forum, 17(2), 223–231.

Winer, R. S., & Neslin, S. A. (2014). The history of marketing science. Publishers Series in Business.
Optional Reading: Read Chapter 4 – Innovation Diffusion, Chapter 5 – Econometric Models, and Chapter 6 – Market Structure Research. 87p

Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135-155.