MKT-7023: Marketing Science

Sterne, J. (2017). Artificial intelligence for marketing: Practical applications.
Optional Reading: Review Chapter 7 – The AI Marketing Platform, and Chapter 9 – Your Strategic Role in Onboarding AI. 23p

Lock, A. (2010). Information and communication technology and marketing science: A long term perspective on evolving consumer behavior. Journal of Customer Behaviour, 9(1), 77–83.

Overgoor, G., Chica, M., Rand, W., & Weishampel, A. (2019). Letting the computers take over: Using AI to solve marketing problems. California Management Review, 61(4), 156-185.

Bowen, J. E. (1991). Marketing and artificial intelligence: With neural net market segmentation example. Proceedings First International Conference on Artificial Intelligence Applications on Wall Street, Artificial Intelligence Applications on Wall Street, 251–256.

Singh, J., Flaherty, K., Sohi, R. S., Deeter-Schmelz, D., Habel, J., Le Meunier-FitzHugh, K., Malshe, A., Mullins, R., & Onyemah, V. (2019). Sales profession and professionals in the age of digitization and artificial intelligence technologies: Concepts, priorities, and questions. Journal of Personal Selling & Sales Management, 39(1), 2-22.

Winer, R. S., & Neslin, S. A. (2014). The history of marketing science. Publishers Series in Business.
Optional Reading: Review Chapter 14 – Organizational Buying Behavior, and read Chapter 15 - Pricing, and Chapter 16 – Sales Force Productivity Models. 77p