Marketing Management- Marketing Management presents a structured approach to understanding and managing the marketing function. Each student will choose a product or service and develop a written marketing plan.
ABI/INFORM Global
This link opens in a new windowCovers business conditions, management techniques, business trends, management practice and theory, corporate strategy and tactics, and the competitive business landscape worldwide. In depth coverage to over 3,000 publications, including the Wall Street Journal from 1984 to the present. Also includes profiles for 60,000+ companies and their executives. Search results include ebooks from eBrary
Business Source Utlimate
This link opens in a new windowProvides access to hundreds of business-related journals, includes Harvard Business Review case studies.
Credo Reference
This link opens in a new windowAn eBook collection of 600+ high-quality, constantly updated reference books, dictionaries, encyclopedias and atlases.
eBooks by EBSCOhost
This link opens in a new windowProvides access to over 20,000 eBooks on a wide variety of topics
IBISWorld
This link opens in a new windowIndustry reports and lead industry information statistics.
Statista
This link opens in a new windowStatista consolidates statistical data on over 8,000 topics from more than 22,500 sources. Reports cover trending topics, consumer preferences, industries and markets, politics and society, and much more.View the 2024 Date with a Database tutorial.
"Detailed company and industry profiles, thousands of company histories and industry essays, business news, and more."
Plunkett Research Online
This link opens in a new windowIndustry sector analysis and research, industry trends and industry statistics. Great job search and excellent industry videos.
These are a sampling of eBooks available from the library.
Artificial Intelligence in Marketing
by
Naresh K. Malhotra (Editor-In-Chief); K. Sudhir (Editor); Olivier Toubia (Editor)
Review of Marketing Researchpushes the boundaries of marketing--broadening the marketing concept to make the world a better place. Here, leading scholars explore how marketing is currently shaping, and being shaped by, the evolution of Artificial Intelligence (AI). Topics covered include the effects of AI on: economics; personalisation; pricing; content generation; the identification, structuring, and prioritization of customer needs; customer feedback; Natural Language Processing; image analytics; deep learning; and the anthropomorphism of AI, such as in virtual assistants and chatbots. Each chapter provides thought provoking discussions which will be relevant to researchers, professionals, and students.
ISBN: 9781802628760
Publication Date: 2023-03-13
Services Marketing and Customer Relationship Management
by
Dinesh Kumar
CRM enables businesses to build lasting relationships with both new and existing customers, while optimizing corporate efficiency. This book explores the key concepts of customer relationship management and provides practical tools and techniques for managing customer relationships. It also discusses the importance of effective service delivery and how it can be used to build strong customer relationships. With real-world cases and examples, this book is an essential resource for anyone interested in the field of services marketing and customer relationship management.
ISBN: 9781779561442
Publication Date: 2024-06-11
The AI Marketing Canvas
by
Raj Venkatesan; Jim Lecinski
This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success--regardless of where their marketing organization is in the process. The authors pose the following critical questions to marketers: (1) How should modern marketers be thinking about artificial intelligence and machine learning? and (2) How should marketers be developing a strategy and plan to implement AI into their marketing toolkit? The opening chapters provide marketing leaders with an overview of what exactly AI is and how is it different than traditional computer science approaches. Venkatesan and Lecinski, then, propose a best-practice, five-stage framework for implementing what they term the "AI Marketing Canvas." Their approach is based on research and interviews they conducted with leading marketers, and offers many tangible examples of what brands are doing at each stage of the AI Marketing Canvas. By way of guidance, Venkatesan and Lecinski provide examples of brands--including Google, Lyft, Ancestry.com, and Coca-Cola--that have successfully woven AI into their marketing strategies. The book concludes with a discussion of important implications for marketing leaders--for your team and culture.
ISBN: 9781503613164
Publication Date: 2021-05-18
AI for Marketing and Product Innovation
by
A. K. Pradeep; Andrew Appel; Stan Sthanunathan
Get on board the next massive marketing revolution AI for Marketing and Product Innovation offers creatives and marketing professionals a non-tech guide to artificial intelligence (AI) and machine learning (ML)--twin technologies that stand poised to revolutionize the way we sell. The future is here, and we are in the thick of it; AI and ML are already in our lives every day, whether we know it or not. The technology continues to evolve and grow, but the capabilities that make these tools world-changing for marketers are already here--whether we use them or not. This book helps you lean into the curve and take advantage of AI's unparalleled and rapidly expanding power. More than a simple primer on the technology, this book goes beyond the "what" to show you the "how": How do we use AI and ML in ways that speak to the human spirit? How to we translate cold technological innovation into creative tools that forge deep human connections? Written by a team of experts at the intersection of neuroscience, technology, and marketing, this book shows you the ins and outs of these groundbreaking technological tools. Understand AI and ML technology in layman's terms Harness the twin technologies unparalleled power to transform marketing Learn which skills and resources you need to use AI and ML effectively Employ AI and ML in ways that resonate meaningfully with customers Learn practical examples of how to reinvest product innovation, brand building, targeted marketing and media measurement to connect with people and enhance ROI Discover the true impact of AI and ML from real-world examples, and learn the thinking, best practices, and metrics you need to capture this lightning and take the next massive leap in the evolution of customer connection. AI for Marketing and Product Innovation shows you everything you need to know to get on board.
ISBN: 9781119484066
Publication Date: 2018-12-06
Other Resources
Credo Reference
This link opens in a new windowAn eBook collection of 600+ high-quality, constantly updated reference books, dictionaries, encyclopedias and atlases.
RefWorks
This link opens in a new windowA comprehensive reference management service for preparing bibliographies in APA and other citation styles. Use RefWorks to import and create citations, build lists of references, and integrate citations into your papers using the Write-n-Cite app.
Ask A Librarian
Knowledge Base - Search commonly asked questions by topic, keyword, or course number