Magíster en Marketing

Bibliografía

Sobre el Programa

Documentos

Bibliografía cátedra

Cátedra

CONDUCTA DEL CONSUMIDOR

La Psicología económica

Advancing retail and service strategies AI-driven consumer behavior

Exploring the impact of generative art in virtual stores

DESING THINKINS

Design thinking as an effective method

Applying design thinking for business model

Design thinking for innovation

Design thinking in action

Design thinking

Open eco-innovations in sustainable product development

GESTIÓN ESTRATEGICA DE MARCA

Antecedents and consequences of trust as a multidimensional construct.

Brand advocacy a scoping review and future

DEI rollbacks Consequences and consideration for brand managers

Integrating artificial intelligence with market research

Masstige Consumption A Motivation-Desire-Outcome Framework with Implications for Luxury Brand Management

INTELIGENCIA ARTIFICIAL Y MARKETING

Anthropomorphism in artificial intelligence

Artificial intelligence and predictive

Artificial intelligence and sustainable development

Artificial Intelligence in E-commerce and Digital

Responsible Artificial Intelligence Attention and Firm Innovation An

INTELIGENCIA CUALITATIVA DE MARKETING

ARE SATISFIED CONSUMERS WILLING TO BE LOYAL

Handbook of Qualitative Research

Experiencing the sense

Qualitative Research Methods

The case for qualitative research

INTELIGENCIA CUANTITATIVA DE MARKETING

Marketing analytics with RStudio

Meta‐analysis and traditional systematic literature reviews What why when where

R for Marketing Research and Analytics

R for Marketing Research

R in Action

R language in data mining techniques and statistics

KPIs MKT

Identifying key performance indicators for marketing

KPI Tracking and Performance Metrics for Brand Growth Optimization

Marketing metrics' usage

Measurement of return on marketing investment

Marketing Metrics

METODOS MULTIVARIANTES DE MKT

Antecedents of business tourist loyalty

Customer loyalty through augmented reality

Green influencers’ source credibility in driving customers’ green behaviors

Online shopping experience drives online

Understanding consumer attitude

MKT ANALYTICS

Big data analytics democratized with clean collaboration and customer

Big-data AI analytics in value

Marketing analytics research for the better good

Deepening big data sustainable value creation

The impact of perceived

The relationship between the quality of big data marketing analytics

MKT DIGITAL

An emerging future for digital marketing

Combining-Digital-Twin-and-Metaverse-for-Immersive-Marketing-Experiences

Precedents of the satisfaction of mobile shoppers. A cross-country analysis

Rethinking consumer behaviour in a green digital marketing landscape

Self-Promotion by Non-Human Service Agents

The Impact of Digital Marketing and Mobile Applications

The role of channel integration quality in shaping consumer behavior in

MKT ESTRATEGICO

Drivers of strategic green marketing orientation

Entrepreneurial marketing and firm performance

Fashion niche market strategies

Functional top management teams and marketing organization exploring strategic decision-making

Generative AI in innovation and marketing processes

MKT Y PUBLICIDAD

How, why, and when disclosure type matters for influencer

Influencer Marketing on Social Media

Optimizing online hotel ADS

Strategic pricing and advertising decisions under competition with long-term

The rosy world of influencer marketing

MKT Y RETAILING

Advancing retail and service strategies

Cross-channel effects of omnichannel retail marketing strategies

Last mile consumer steering in omni-channel

Retailing in times of soaring inflation

The future of digital technologies in marketing

SERVICE MKT

Advancing retail and service strategies

Exploring the impact of generative art in virtual stores

Implications of retailer-owned digital twins services

Metaverseinservicesmarketing

Relationship Marketing Strategies and Customer Retention