MKT-7023: Marketing Science

Murthi, B. P. S., Rao, R. C., & Ratchford, B. T. (2015). A descriptive analysis of publications in marketing science over its history. Marketing Science, 34(6), 779–786.

Sterne, J. (2017). Artificial intelligence for marketing: Practical applications.
Optional Reading: Read Chapter 1 – Welcome to The Future. 58p

Bartels, R. (1951). Can marketing be a science? Journal of Marketing, 15(3), 319–328.

Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science: Official Publication of the Academy of Marketing Science, 48(1), 24-42.

Bass, F. M. (1993). The future of research in marketing: Marketing science. Journal of Marketing Research (JMR), 30(1), 1–6.

Winer, R. S., & Neslin, S. A. (2014). The history of marketing science. Publishers Series in Business.
Optional Reading: Read Chapter 1 – The History of Marketing Science: Beginnings. 16p