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MKT462 v1

Required Readings

Strategic Brand Management by Kevin Keller; Vanitha Swaminathan
ISBN: 9780134892498

Publication Date: 2019-01-01

Keller, K. and Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity. Pearson.

Read chapters 9, 10, and 11.

Optional Resources

Leveraging Artificial Intelligence 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. https://doi.org/10.1007/s10551-021-04843-y

Last Updated: Nov 29, 2023 10:47 AM
URL: https://resources.nu.edu/c.php?g=1365590
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