AI in Marketing by Walters, Hannah D.; Hammond, Rachel M.;

Rövid leírás:

AI in Marketing equips students with the knowledge to understand the impact of Artificial Intelligence (AI) on marketing strategies, processes, and activities, empowering them to navigate the AI-driven marketing landscape confidently. It provides a comprehensive exploration of AI's transformative role in marketing.

Hosszú leírás:

AI in Marketing equips students with the knowledge to understand the impact of Artificial Intelligence (AI) on marketing strategies, processes, and activities, empowering them to navigate the AI-driven marketing landscape confidently.

Divided into four parts, it provides a comprehensive exploration of AI's transformative role in marketing. The first part lays the groundwork, offering foundational insights into the intersection of AI and marketing. Part II explores the various applications of AI in marketing, and the tools marketers use to optimize their processes and deliver enhanced customer experiences. The third part focuses on leveraging AI for consumer insights, enabling marketers to craft data-driven strategies. The final part examines ethical considerations and the pedagogical integration of AI into marketing education. Each chapter includes real-world examples, exercises, discussion questions, key terms, and AI resources, empowering students to develop practical skills and industry-relevant knowledge.

Students studying in advanced undergraduate and postgraduate marketing courses will benefit greatly from this comprehensive textbook, preparing them for a future workplace that requires them to know how to use AI effectively, ethically, and responsibly.

The book is fully supported by online resources, including an instructor manual and customizable PowerPoint slides.

"AI is radically transforming every aspect of marketing, including how we research, create, execute, deliver, and measure success. This book is a must-study for marketers looking to embrace the future of marketing, proving that those who master AI’s potential will lead the pack."

Courtney Deinert, Director, Industry Product and Solution Marketing for Telecom, ServiceNow

"Artificial intelligence in marketing abounds. It is difficult to keep up with applications and implications for brands and consumers alike. The book addresses where and how AI will lead marketing in the future. Smartly written, timely, and concise, it is a great resource for marketing educators to adopt in their curriculum."

Brian A. Vander Schee, Ph.D., D.B.A., Indiana University Bloomington, Kelley School of Business

"As a long-time professor of Marketing, I am looking for credible AI resources with a solid historical and theoretical foundation on how AI is, can be, and should be used in the profession. Practical examples and teaching tools are essential for integrating AI into my courses. AI in Marketing: Applications, Insights, and Analysis delivers exactly what I need."

Michael Wiese, Ph.D., Point Loma Nazarene University, Fermanian School of Business

Tartalomjegyzék:

Part 1: Foundations and Frameworks of AI in Marketing  1. Welcome to a Brave New World  2. Advancing Marketing Strategy with Artificial Intelligence: A Systematic Literature Review  Part 2: AI Tools and Applications in Marketing  3. Synergizing AI and Integrated Marketing Communications  4. Artificial Intelligence as a Crucial Catalyst in Revolutionizing E-commerce Marketing  5. AI-Driven Branding  6. Navigating International Marketing with Artificial Intelligence  7. AI's Impact on Frontline Sales  8. New Product Development Enriched with AI  Part 3: AI-Driven Consumer Dynamics  9. Consumer Behavior and AI  10. AI in Consumer Insights  Part 4: Ethics and Education in AI  11. Exploring the Ethical Implications of Artificial Intelligence in Marketing  12. Implementing AI in Marketing Education