Bibliography for MBM029: Principles of Marketing BETA

1.

Walker, O. C. & Mullins, J. W. Marketing strategy: a decision-focused approach. (McGraw-Hill Irwin, 2014).

2.

Power, Brad. How AI Is Streamlining Marketing and Sales. Harvard Business Review Digital Articles 2–4 (2017).

3.

BRYNJOLFSSON, ERIKMCAFEE, ANDREW. THE BUSINESS OF ARTIFICIAL INTELLIGENCE: WHAT IT CAN -- AND CANNOT -- DO FOR YOUR ORGANIZATION. Harvard Business Review Digital Articles 3–11 (2017).

4.

PORTER, MICHAEL E.HEPPELMANN, JAMES E. WHY EVERY ORGANIZATION NEEDS AN AUGMENTED REALITY STRATEGY. Harvard Business Review. 95, 46–57 (2017).

5.

Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D. & Keeling, D. I. Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science 45, 884–905 (2017).