Artificial Intelligence for Marketing Management

1. Auflage 2024
ISBN: 978-1-032-24849-3
Verlag: Routledge

Buch, Englisch, 218 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 342 g

Reihe: Routledge Studies in Marketing

Artificial intelligence (AI) has driven businesses to adopt new business practices rapidly, enhance product development and services, has helped to power AI-based market intelligence and customer insights, and improve customer relationship management. This timely book addresses the use of AI in marketing.

This book also explores the dark side of AI in marketing management and discusses ethics and transparency of automated decision-making in AI applications, data privacy, cyber security issues, and biases in various facets of marketing. Emerging applications of AI such as DeepFakes which use deep learning technology could increase risks of manipulation and deception. Hence, apart from leveraging AI capabilities and advantages, the book cautions the need for prevention strategies to deal with potential issues that could arise from the adoption of AI in marketing management.

This book will provide practical insights into the role of AI in marketing management. It will be a useful reference for those researching marketing and marketing professionals.

Zielgruppe

Postgraduate

Autoren/Hrsg.

Thaichon, Park

Quach, Sara

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Mathematik | Informatik EDV | Informatik Informatik Künstliche Intelligenz
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

PART I Overview of AI 1. Introduction to artificial intelligence (AI): Definition and scope of AI 2. The growth of marketing research in artificial intelligence (AI): Topic popularity 3. Types of artificial intelligence (AI) in marketing management 4. A framework of artificial intelligence (AI) applications in marketing PART II AI and its implications in the new age of marketing management 5. New developments in artificial intelligence (AI)-powered products in marketing 6. Artificial intelligence (AI)-driven services: Communication support, assistance for decision-making, and enhanced customer experience service 7. Artificial intelligence (AI)-integrated operation; insights into supply chain management 8. Artificial intelligence (AI)-based market intelligence and customer insights 9. Artificial intelligence (AI)-empowered customer relationship management PART III Challenges and opportunities of AI 10. Data privacy and artificial intelligence (AI): How AI collects data and its impact on data privacy 11. Solutions to artificial intelligence (AI) and privacy: How AI uses data and its accompanying privacy issues

Über Autor(innen)

Park Thaichon is Cluster Leader of the Relationship Marketing for Impact research cluster, Griffith Business School. His research articles can be viewed in the leading outlets such as the Journal of the Academy of Marketing Science, California Management Review, Industrial Marketing Management, European Journal of Marketing, and Journal of Business Research. Park is an Associate Editor of the Australasian Marketing Journal and Journal of Strategic Marketing. He is a member of the Griffith Institute for Tourism, Sales and Marketing Strategy Institute, and Griffith Asia Institute. Park has published over 70 A-ranked journal articles since 2015 (ABDC).

Sara Quach has been recognized as the Rising Star in the Marketing Discipline 2020 by The Australian. Sara has published over 40 A-ranked journal articles since 2015 (ABDC). Her research has been published in leading marketing journals including but not limited to the Journal of the Academy of Marketing Science, Industrial Marketing Management, European Journal of Marketing, Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Business and Industrial Marketing, Journal of Strategic Marketing, and Marketing Intelligence and Planning.