LibGuides: MKT466: Module 1

Module 1 Required Resources

Due to the emergent and comprehensive nature of the study of marketing science, you will have access to three excellent textbooks, covering the history of marketing science, a hands-on approach, and marketing science applied to marketing. While there will be suggested chapters to review, the ability to briefly review them is encouraged and you should understand that these books should be viewed as references for you today and into the future.

Hands-On Data Science for Marketing: Improve Your Marketing Strategies with Machine Learning Using Python and R
Hwang, Y. H. (2019). Hands-on data science for marketing: Improve your marketing strategies with machine learning using Python and R. Packt Publishing. https://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=nlebk&AN=2094760&site=ehost-live&scope=site&custid=natuniv
- Chapter 1: Data Science and Marketing (26 pgs)
Artificial Intelligence for Marketing: Practical Applications
Sterne, J. (2017). Artificial intelligence for marketing: Practical applications.
Wiley. https://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=nlebk&AN=1570249&site=ehost-live&custid=natuniv
- Chapter 2 – Introduction to Machine Learning (43 pgs)
The History of Marketing Science
Winer, R. S., & Neslin, S. A. (2014). The history of marketing science. World Scientific/Now Publishers. https://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=nlebk&AN=824748&site=ehost-live&scope=site&custid=natuniv
- Chapter 1 – The History of Marketing Science (15 pgs)

Module 1 Additional Reference Resources

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. https://www.jstor.org/stable/23361430
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. https://go.openathens.net/redirector/nu.edu?url=https%3A%2F%2Fieeexplore.ieee.org%2Fdocument%2F9243318
Developing and Renewing Marketing as a Scientific Discipline through Reflexive Cocreation
Helkkula, A., & Arnould, E. (2022). Developing and renewing marketing as a scientific discipline through reflexive cocreation. AMS Review, 12, 168–173. https://doi.org/10.1007/s13162-022-00244-0
- Marketing is going through a metamorphosis, and the purpose of reading this article is to start to get into the critical thinking mindset that is mandatory for the marketing leaders of the future. Marketing, the word in itself, engenders our own biased concept and the marketer of the future needs to question everything as this article does from a scholarly perspective.
Artificial Intelligence in Marketing: Topic Modeling, Scientometric Analysis, and Research Agenda
Mustak, M., Salminen, J., Plé, L., & Wirtz, J. (2021). Artificial intelligence in marketing: Topic modeling, scientometric analysis, and research agenda. Journal of Business Research, 124, 389–404. https://go.openathens.net/redirector/nu.edu?url= https://www.sciencedirect.com/science/article/pii/S0148296320307165
- Review of this article provides an excellent snapshot introduction to marketing and artificial intelligence and the advent of topic modeling, and the scientometric transformation occurring in the field of marketing.
Research Trends in Marketing Science Before COVID-19 Outbreak: A Literature Review
Noveri, M. (2020). Research trends in marketing science before COVID-19 outbreak: A literature review. Management Şi Marketing, 15(s1), 514–533.
https://www.proquest.com/scholarly-journals/research-trends-marketing-science-before-covid-19/docview/2456134386/se-2?accountid=25320
Science in Marketing
Stainton, R. S. (1952). Science in marketing. Journal of Marketing, 17(1), 64–65. https://www.jstor.org/stable/1248080
The History of Marketing Science
Winer, R. S., & Neslin, S. A. (2014). The history of marketing science. World Scientific/Now Publishers. https://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=nlebk&AN=824748&site=ehost-live&scope=site&custid=natuniv
- Chapter 14 – Organizational Buying Behavior
- Chapter 16 – Sales Force Productivity Models
- Chapter 17 – Sales Promotions. (71p)
Artificial Intelligence for Marketing: Practical Applications
Sterne, J. (2017). Artificial intelligence for marketing: Practical applications. Wiley. https://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=nlebk&AN=1570249&site=ehost-live&custid=natuniv
- Chapter 4 – Using AI to Get Their Attention
- Chapter 5 – Using AI to Persuade
- Chapter 6 – Using AI for Retention. (89p)