Skip to Main Content

MKT-7022: Marketing Economics Innovation

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.

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.