LibGuides: MKT466: Module 2

Module 2 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.

The expectation for this Module’s reading assignment is to skim the texts. Identify the main concepts and refer back to them as you complete the remainder of this Module’s work.

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 2: Key Performance Indicators and Visualizations (32 pgs)
- Chapter 3: Drivers behind Marketing Engagement (37 pgs)
- Chapter 6: Recommending the Right Products (30 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 3: Solving the Marketing Problem (24 pgs)
- Chapter 4: Using AI to Get Their Attention (36 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
- Part 1 – Methods (186 pgs)

Module 2 Additional Reference Resources

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. https://go.openathens.net/redirector/nu.edu?url=https://www.sciencedirect.com/science/article/pii/S1094996820300888
Machine Learning and Artificial Intelligence Use in Marketing: A General Taxonomy
De Mauro, A., Sestino, A. & Bacconi, A. (2022). Machine learning and artificial intelligence use in marketing: a general taxonomy. Ital. J. Mark. 2022, 439–457. https://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=edssjs&AN=edssjs.8DB028C2&site=eds-live&scope=site&custid=natuniv
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 Rev 12, 168–173. https://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=edssjs&AN=edssjs.8B0D9007&site=eds-live&scope=site&custid=natuniv
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. https://go.openathens.net/redirector/nu.edu?url=https://www.sciencedirect.com/science/article/pii/S109499682030102X
Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing
Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135-155. https://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=bth&AN=138097006&site=ehost-live&custid=natuniv
Achieving Useful Data Analytics for Marketing: Discrepancies in Information Quality for Producers and Users of Information
Morales-Serazzi, M., González-Benito, Ó., & Martos-Partal, M. (2023). Achieving useful data analytics for marketing: Discrepancies in information quality for producers and users of information. BRQ Business Research Quarterly, 26(3), 196–215. https://go.openathens.net/redirector/nu.edu?url=https://journals.sagepub.com/doi/full/10.1177/2340944421996343
Editorial—Marketing Science in Emerging Markets
Narasimhan, L., Srinivasan, K., & Sudhir, K. (2015). Editorial—Marketing Science in Emerging Markets. Marketing Science (Providence, R.I.), 34(4), 473–479. https://shibbolethsp.jstor.org/start?entityID=https%3A%2F%2Fidp.nu.edu%2Fopenathens&dest=https://www.jstor.org/stable/24544847&site=jstor
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. https://shibbolethsp.jstor.org/start?entityID=https%3A%2F%2Fidp.nu.edu%2Fopenathens&dest=https://www.jstor.org/stable/3172686&site=jstor