LibGuides: MKT-7023: Marketing Science: Week 4 Resources

Week 4 Resources

Accelerating Business Growth with Big Data and Artificial Intelligence
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.
Applications of Artificial Intelligence in Marketing
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.
Artificial Intelligence and Marketing: Pitfalls and Opportunities
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.
Artificial Intelligence for Marketing: Practical Applications
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
Challenges and Opportunities for Marketing Scholars in Times of the Fourth Industrial Revolution
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.
Marketing Science
Longman, K. A. (1967). Marketing Science. Management Science, 13(12), B-851-B-854.
Marketing Science: A Strategic Review
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.
Marketing Science in a Changing Environment
Silk, A. J. (1993). Marketing science in a changing environment. Journal of Marketing Research (JMR), 30(4), 401–404.
Marketing Science in Emerging Markets
Narasimhan, L., Srinivasan, K., & Sudhir, K. (2015). Marketing science in emerging markets. Marketing Science, 34(4), 473–479.

Kaltura User Guide
National University (2023). Kaltura User Guide. Graduate Studies Support Center.
This resource includes instructions for recording and uploading videos into courses using Kaltura.

The Fourth Industrial Revolution’s Potential Influence on Marketing Education
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.
The History of Marketing Science
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