Intelligent marketing : employing new-age technologies

著者

• Kumar, V.

書誌事項

Intelligent marketing : employing new-age technologies

V. Kumar

SAGE, 2021

• : pb

注記

"Response Business books"

Includes bibliographical references

内容説明・目次

内容説明

Do you have specific tactics to survive this era of digital transformation? How can a firm extract powerful insights from responding to and implementing new-age technologies? Some companies adapt. Others miss the boat. Knowledge of what technology to employ, how to employ it, when and why it should be employed is a must in this era. Intelligent Marketing emphasizes organizing resources, developing capabilities and designing strategies for deploying new-age technologies to ensure a healthy financial outcome for all the key stakeholders, and a better quality of life for the society and community.

目次

Foreword by Philip Kotler Preface Acknowledgements Welcome to the New-Age Technology World Introduction A Brief Overview of the New-Age Technologies (NATs) AI: Predicting the Future Robots Are Here to Stay Machine Learning: The Game Changer Drones: Eye in the Sky IoT: The Bedrock to Connect Physical-Virtual Blockchain: Breaking New Grounds Embracing the Digital Frontier Making Meaningful Connections Convergence of NATs and Marketing Understanding Marketing Strategies, Capabilities and Resources of NAT Organization of the Book Marketing with AI Overview Origin, Definition and Components of AI The Rise of the Intelligent Home Personalized Learning Life on Autopilot Current AI Applications in Marketing Understanding Customer Needs to Deploy AI Revisiting Firm Capabilities to Integrate AI Designing Marketing Mix Strategies with AI Driving CE through AI Designing Digital Strategies with AI Future of AI in Marketing Linking AI and Robotics Reliance on Data Seamless Integration of AI with Marketing: The New Marketing Culture Marketing with Robotics Overview Origin, Definition and Classification of Robots Industrial Applications Domestic-oriented Technology Business Applications Current Robotics Applications in Marketing Understanding Customer Needs to Deploy Robotics Revisiting Firm Capabilities to Integrate Robotics Designing Marketing Mix Strategies with Robotics Product Price Place Promotion Driving CE through Robotics Designing Digital Strategies with Robotics Future of Robotics in Marketing Robotics and the Interactive Service Industry Interactive Marketing (Social Robots) Creative Content Curation Marketing with IoT Overview Origin, Definition and Classifications of IoT IoT Implementation at the Individual Level IoT Implementation at the Organization Level IoT Implementation at the Industrial Level IoT Implementation at the National Level Wearables Smart Homes Industrial Automation Current IoT Applications in Marketing Understanding Customer Needs to Deploy IoT Revisiting Firm Capabilities to Integrate IoT Designing Marketing Mix Strategies with IoT Product Price Place Promotion Driving CE through IoT Designing Digital Strategies with IoT Future of IoT in Marketing IoT and Transportation Smart Cities Real-Time Buying Process and Purchasing Marketing with ML Overview Origin, Definition and Components of ML Data for ML Data Mining: Driving to Strategic Business Decisions Data Augmentation for Better Business Insights Types of ML Models Analytics-oriented Technology Link to AI ML Models Supervised Learning Unsupervised Learning Reinforcement Learning Current ML Applications in Marketing Understanding Customer Needs to Deploy ML Revisiting Firm Capabilities to Integrate ML Designing Marketing Mix Strategies with ML Driving CE through ML Designing Digital Strategies with ML Future of ML in Marketing ML and Customer Churn Analytics Demand Forecasting and Management Strategy Development for Customers and Products Marketing using Drones Overview Origin, Definition and Classification of Drones Wing Systems Autonomy Size Energy Source Payload Sensors Military-oriented Technology Consumer Applications Business Applications Disaster Response Current Drone Applications in Marketing Understanding Customer Needs to Deploy Drones Revisiting Firm Capabilities to Integrate Drones Designing Marketing Mix Strategies with Drones Driving CE through Drones Interactivity Delivery Designing Digital Strategies with Drones Future of Drones in Marketing Greater CE Customer Contact Solutions Marketing with Blockchain Overview Origin, Definition and Classifications of Blockchain Decentralized Secure and Immutable Instantaneous Transparent Autonomous Security-oriented Technology Link to AI and ML AI/ML Improving Blockchain's Effectiveness Blockchain Improving AI/ML's Effectiveness Real-World Uses Digital Voting Ridesharing Food Safety Current Blockchain Applications in Marketing Understanding Customer Needs to Deploy Blockchain Revisiting Firm Capabilities to Integrate Blockchain Designing Marketing Mix Strategies with Blockchain Product Price Place Promotion Driving CE through Blockchain Designing Digital Strategies with Blockchain Future of Blockchain in Marketing Data and Transaction Security Impact on Advertising Transparency Online Marketing Campaign Management Putting It All Together Introduction NATs for Better Marketing: A Strategic Framework New-Age Technologies Generation of Firm Capabilities Data-related Operations-related Management-related Strategic and Tactical Marketing Actions Customer Experience Stakeholder Engagement/Benefits Customers Employees Channel Partners Community Government Value and Well-being in a NAT World

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詳細情報

• NII書誌ID(NCID): BC13607201
• ISBN:
  • 9789353887094
• LCCN: 2020950790
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Los Angeles
• ページ数/冊数: xvi, 295 p.
• 大きさ: 22 cm
• 分類:
  • DC23 : 658.8
• 件名:
  • LCSH : Marketing -- Management