LibGuides: MKT410: Module 4

Module 4

Chernev, A. (2019). Strategic marketing management - Theory and practice. Cerebellum Press. 978-1936572588

Module 4 - Marketing Leadership Analytics
- Gaining and Defending Market Position (Chapter 14)
- Developing New Market Offerings (Chapter 15)
- Managing Product Lines (Chapter 16)

The Art of Change Leadership: Driving Transformation in a Fast-Paced World
Cran, C. (2015). The art of change leadership: Driving transformation in a fast-paced world. Wiley.
Read Chapter 1 Why do Organizations Need Change Leaders?, Chapter 2 Fast Changing World Needs Leaders Like You, and Chapter 3 Hack the Status Quo – Change Manager or Change Leader?
Outside-in Marketing Capability and Firm Performance
Mu, J., Bao, Y., Sekhon, T., Qi, J., & Love, E. (2018, November). Outside-in marketing capability and firm performance. Industrial Marketing Management, 75, 37-54.
Think with Me, or Think for Me? On the Future Role of Artificial Intelligence in Marketing Strategy Formulation
Eriksson, T., Bigi, A., & Bonera, M. (2020). Think with me, or think for me? On the future role of artificial intelligence in marketing strategy formulation. TQM Journal, 32(4), 795-814.
AI in Marketing: What Brands Need to Know; Customer-Facing Applications of Artificial Intelligence Sit at the Intersection of Data Technology and Marketing Strategy
Liesse, J. (2021). AI in marketing: What brands need to know; Customer-facing applications of artificial intelligence sit at the intersection of data technology and marketing strategy. Advertising Age, 92(13), 8.
How to Optimize Marketing Strategy Development: A Potent Blend of Human and Artificial Intelligence
How to optimize marketing strategy development: A potent blend of human and artificial intelligence. (2020). Strategic Direction (Bradford, England), 36(8), 17-19.
Leveraging Artificial Intellligence in Marketing for Social Good – An Ethical Perspective
Hermann, E. (2022). Leveraging artificial intelligence in marketing for social good – An ethical perspective. Journal of Business Ethics, 179(1), 43-61.