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MRKT 6110 Digital Marketing: Welcome & Course Readings

Welcome to your course guide

Please find your required library readings below. If you have problems with the links below, please contact the Library. If you have APA questions about these materials, please contact the Writing Center.

Course Readings

After clicking on a citation below, enter your myWalden user name and password at the prompt.

Please Ask a Librarian if you have any questions about the links.

Edelman, D. C. (2010). Branding in the digital age. Harvard Business Review 88(12), 62–69.

Evans, D.S. (2009) The Online Advertising Industry: Economics, Evolution, and Privacy. Journal of Economic Perspective, 23(3), 37–60.

Fournier, S. and Avery ,J. (2011) The uninvited brand. Business Horizons. 54(3), 193–207.

Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265–273.

Jiménez, F.A. and Norma A. Mendoza N.A. (2013). Too popular to ignore: The influence of online reviews on purchase intentions of search and experience products. Journal of Interactive Marketing 27(3), 226–235.

Kotler, P. (2011) Reinventing Marketing to Manage the Environmental Imperative. Journal of Marketing, 75(4), 132–135.

Lehner, O. M. (2014). Crowdfunding social ventures: a model and research agenda. Venture Capital, 15(4), 289–311.

Mintz, O., & Currim, I. S. (2013). What drives managerial use of marketing and financial metrics and does metric use affect performance of marketing-mix activities?. Journal of Marketing, 77(2), 17–40.

Murdough, C. (2009). Social media measurement: It’s not impossible. Journal of Interactive Advertising, 10(1), 94–99.

Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24(5/6), 517–540.

Yu, Hyunjae. (2013) You’ve got mobile ads! Young consumers’ responses to mobile ads with different types of interactivity. International Journal of Mobile Marketing, (8)1, 5–22.

Other Readings

Optional or supplemental readings may or may not be available in the library. Find further information about optional readings here.

If you have questions about your required course textbooks, please contact Customer Care at