Question: Article Summaries
Each person is expected to search and select an article to write a one page summary. The article should come from academic or trade journals. Big press announcements could also be considered but please take into consideration the quality of the source. An executive summary will typically cover
1) the overarching problem facing managers/key person,
2) your recommendation,
3) why you consider this technology, application, website, platform, etc.. to be important or irrelevant to marketing.
A rich source for articles can be found in publications like:
- Journal of Marketing
- Journal of the Academy of Marketing Science
- Wall Street Journal
- Business Week
- AdWeek
- AdAge
- Social Times
- Forbes
- Other sources as appropriate (if you have a question about a source, ask me; if you find better sources share it with all of us)