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MARK5814 T2-2024 Recommended Readings

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MARK5814 T2-2024 Recommended Readings

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saadr77788
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MARK5814 T2-2024 Recommended Readings

21 May 2024

Chaffey Sachdev Recommended Reading


Week Topic Textbook Textbook
Reading Reading
Introduction to Digital • Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in
1 Ch. 1 - Marketing, 34(1), pp.22-45.
Marketing
• Porter, M.E., 2008. The five competitive forces that shape strategy. Harvard Business Review, 86(1), p.78.
2 Situation Analysis Ch. 2 & 3 -

• Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital marketing environment with KPIs
and web analytics. Future Internet, 9(4), p.76.
Digital Marketing
3 • Taken Smith, K., 2012. Longitudinal study of digital marketing strategies targeting Millennials. Journal of Consumer
Objectives & Ch. 4 - 6 -
Marketing, 29(2), pp.86-92.
Strategies
• Varadarajan, R., 2010. Strategic marketing and marketing strategy: domain, definition, fundamental issues and
foundational premises. Journal of the Academy of Marketing Science, 38, pp.119-140.
Digital Marketing • Dinner, I.M., Heerde Van, H.J. and Neslin, S.A., 2014. Driving online and offline sales: The cross-channel effects of
4 traditional, online display, and paid search advertising. Journal of Marketing Research, 51(5), pp.527-545.
Tactics I
Ch. 9 Ch. 4 - 9 • Berger, J. and Milkman, K.L., 2012. What makes online content viral?. Journal of Marketing Research, 49(2), pp.192-205.
Digital Marketing • Leung, F.F., Gu, F.F., Li, Y., Zhang, J.Z. and Palmatier, R.W., 2022. Influencer marketing effectiveness. Journal of
5
Tactics II Marketing, 86(6), pp.93-115.
• Orazi, D.C., Ranjan, B. and Cheng, Y., 2023. Non-face emojis in digital marketing: Effects, contingencies, and strategic
Digital Marketing recommendations. Journal of the Academy of Marketing Science, pp.1-28.
6 Ch. 7 & 8 -
Campaign Planning • Steinhoff, L., Arli, D., Weaven, S. and Kozlenkova, I.V., 2019. Online relationship marketing. Journal of the Academy of
Marketing Science, 47, pp.369-393.
• Liu, L., Dzyabura, D. and Mizik, N., 2020. Visual listening in: Extracting brand image portrayed on social media.
Digital Marketing
Marketing Science, 39(4), pp.669-686.
7 Performance Ch. 10 -
• Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing performance measurement. Industrial
Monitoring
Marketing Management, 50, pp.117-127.
• Ahn, S.J., Kim, J. and Kim, J., 2022. The bifold triadic relationships framework: A theoretical primer for advertising
Other Promotion research in the metaverse. Journal of Advertising, 51(5), pp.592-607.
8 - -
Techniques • Hennig-Thurau, T., Aliman, D.N., Herting, A.M., Cziehso, G.P., Linder, M. and Kübler, R.V., 2022. Social interactions in
the metaverse: Framework, initial evidence, and research roadmap. Journal of the Academy of Marketing Science, pp.1-25.
• de Ruyter, K., Heller, J., Hilken, T., Chylinski, M., Keeling, D.I. and Mahr, D., 2020. Seeing with the customer’s eye:
Emerging Trends in
Exploring the challenges and opportunities of AR advertising. Journal of Advertising, 49(2), pp.109-124.
9 Digital Marketing and - -
• Plangger, K., Grewal, D., de Ruyter, K. and Tucker, C., 2022. The future of digital technologies in marketing: A
Course Wrap-up
conceptual framework and an overview. Journal of the Academy of Marketing Science, pp.1-10.

10 Non-Teaching Week

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