MKT-7023 v1

Ghimire, A., Thapa, S., Jha, A. K., Adhikari, S., & Kumar, A. (2020). Accelerating business growth with big data and artificial intelligence. 2020 Fourth International Conference on I-SMAC (IoT in Social, Mobile, Analytics and Cloud), 441–448.

Devang, V., Chintan, S., Gunjan, T., & Krupa, R. (2019). Applications of artificial intelligence in marketing. Annals of Dunarea de Jos University. Fascicle I : Economics and Applied Informatics, 25(1), 28–36.

De Bruyn, A., Viswanathan, V., Beh, Y. S., Brock, J. K.-U., & von Wangenheim, F. (2020, August). Artificial intelligence and marketing: Pitfalls and opportunities. Journal of Interactive Marketing, 51, 91–105.

Sterne, J. (2017). Artificial intelligence for marketing: Practical applications.
Optional Reading: Read Chapter 7 – The AI Marketing Platform, Chapter 8 – Where Machines Fail, and Chapter 9 – Your Strategic Role in Onboarding AI. 70p

Krafft, M., Sajtos, L., & Haenlein, M. (2020, August). Challenges and opportunities for marketing scholars in times of the Fourth Industrial Revolution. Journal of Interactive Marketing, 51, 1-8.

Longman, K. A. (1967). Marketing Science. Management Science, 13(12), B-851-B-854.

Chintagunta, P., Hanssens, D., Hauser, J. R., Raju, J. S., Srinivasan, K., & Staelin, R. (2013). Marketing science: A strategic review. Marketing Science, 32(1), 4-7.

Silk, A. J. (1993). Marketing science in a changing environment. Journal of Marketing Research (JMR), 30(4), 401–404.

Narasimhan, L., Srinivasan, K., & Sudhir, K. (2015). Marketing science in emerging markets. Marketing Science, 34(4), 473–479.

Elbeck, M. (2018). The Fourth Industrial Revolution’s potential influence on marketing education. E-Journal of Business Education and Scholarship of Teaching, 12(1), 112–119.

Winer, R. S., & Neslin, S. A. (2014). The history of marketing science. Publishers Series in Business.
Optional Reading: Review Chapter 4 – Innovation Diffusion, review Chapter 6 – Market Structure Research, and read Chapter 10 – Distribution Channels. 52p