Teaching  

week

Teaching 

content

Teaching 

hour

Book

1.  King, K. (2019). Using Artificial Intelligence in Marketing: How to Harness  AI and Maintain the Competitive Edge, Kogan Page.

2.  Steenkamp, J.-B. (2017). Global Brand Strategy, Palgrave Macmillan.

3.  Tasic, J. F., et al. (2007). Intelligent Integrated Media Communication  Techniques, Springer.

4.Vajre,  S. and E. Spett (2019). ABM is B2B.: Why B2B Marketing and Sales is Broken  and How to Fix it, Ideapress Publishing。

5.  Wang, C. (2017). Critical Discourse Analysis of Chinese Advertisement,  Springer.

Journal

1.  Chang, J., Bai, X., & Li, J. J. (2015). The influence of leadership on  product and process innovations in China: The contingent role of knowledge  acquisition capability. Industrial Marketing Management,, 18-29.

2.  Wood, L. M. (2000). Brands and brand equity: definition and management.  Management Decision, 38(9), 662-669.

3.  Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A  Literature Review. Open Journal of Business and Management, 03(01), 58-62.

4.  Tatikonda, M. V., & Montoyaweiss, M. M. (2001). Integrating Operations  and Marketing Perspectives of Product Innovation: The Influence of  Organizational Process Factors and Capabilities on Development Performance.  Management Science, 47(1), 151-172.

5.  Gunjan, M., Naidu, J. R., Kumar, I., & Kumar, Y. (2016). Launching of New  Pharmaceutical Product and Promotional Challenges. Research & Reviews:  Journal of Pharmacy and Pharmaceutical Sciences, 5(1).

6.  Chevalier, J. A., & Mayzlin, D. (2006). The Effect of Word of Mouth on  Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345-354.

7. Godes,  D., & Mayzlin, D. (2004). Using Online Conversations to Study  Word-of-Mouth Communication. Marketing Science, 23(4), 545-560.

8.  Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A Social  Influence Model of Consumer Participation in Network- and Small-Group-Based  Virtual Communities. International Journal of Research in Marketing, 21(3),  241-263.

9.  Lin, H., & Lee, G. (2005). Customer perceptions of e‐service quality in online shopping. International  Journal of Retail & Distribution Management, 33(2), 161-176.

10.  Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital  Marketing in the Challenging Age: An Empirical Study. International Journal  of Management Science and Business Administration, 1(5), 69-80.

11.  Chattalas, M., et al. (2008). "The impact of national stereotypes on the  country of origin effect: A conceptual framework." International  Marketing Review 25(1): 54-74.

12.  Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based  Brand Equity. Journal of Marketing 57(1): 1-22.

13. Kotler,  P. and S. Levy (1969). Broadening the Concept of Marketing. Journal of  Marketing 33: 10-15.

14.  Morgan, N., et al. (2018). Research in Marketing Strategy. Journal of the  Academy of Marketing Science.47, 4–29.

15.  Zeithaml, V., et al. (1985). Problems and Strategies in Service Marketing.  Journal of Marketing, 49 (2), 33-46.