LibGuides: MKT-7022 v2: Week 3 Resources

Week 3 Resources

eWOM and the Importance of Capturing Consumer Attention within Social Media
Daughterty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. Journal of Marketing Communications, 20(1/2), 82-102.

Marketing Metrics

Bendle, N., Farris, P., Pfeifer, P., & Reibstein, D. (2020). Marketing metrics (4th ed.). Pearson.

Read Chapters 4 and 5, Portfolio Management and Customer Profitability.

Access your textbook via the Bookshelf tab in the top navigation bar of your course.

3.0 The Attention Economy
Rose, F. (2015). 3.0 The attention economy. The Milken Institute Review: A Journal of Economic Policy, 17(3), 42-50.
The Attention Economy and How Media Works: Simple Truths for Marketers
Nelson-Field, K. (2020). The attention economy and how media works: Simple truths for marketers. Palgrave Macmillan.
Read Chapter 3, How Advertising Works (so far), and Chapter 4, The Evolution of Media Buying.