Intelligent marketing : employing new-age technologies
著者
書誌事項
Intelligent marketing : employing new-age technologies
SAGE, 2021
- : pb
大学図書館所蔵 全1件
  青森
  岩手
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  福島
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  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
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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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