MKT-7023: Marketing Science

Sterne, J. (2017). Artificial intelligence for marketing: Practical applications.
Optional Reading: Read Chapter 11 – What Tomorrow May Bring. 22p

Jaimahaprabhu, A., Kumar V. P., Gangadharan, P. S., & Latha, B. (2019). Cloud analytics based farming with predictive analytics using artificial intelligence. 2019 Fifth International Conference on Science Technology Engineering and Mathematics (ICONSTEM), 1, 65–68.

Desai, P. S. (2012). People of marketing science. Marketing Science, 31(2), 195–197.

Rust, R. T. (2020). The future of marketing. International Journal of Research in Marketing, 37(1), 15–26.

Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1-8.

Winer, R. S., & Neslin, S. A. (2014). The history of marketing science. Publishers Series in Business.
Optional Reading: Read Chapter 13 – New Products Research, and Chapter 14 – Organizational Buying Behavior. 55p

Yegin, T. (2020). The place and future of artificial intelligence in marketing strategies: (Araştırma Makalesi). Ekev Academic Review, 24(81), 489–506.

Gilal, F. G., Zhang, J., Paul, J., & Gilal, N. G. (2019). The role of self-determination theory in marketing science: An integrative review and agenda for research. European Management Journal, 37(1), 29–44.

Desai, P. S., Bell, D., Soberman, D., & Lilien, G. (2012). The science-to-practice initiative: Getting new marketing science thinking into the real world. Marketing Science, 31(1), 1–3.