Using artificial intelligence in marketing : how to harness AI and maintain the competitive edge

著者

書誌事項

Using artificial intelligence in marketing : how to harness AI and maintain the competitive edge

Katie King

Kogan Page, 2019

  • : pbk

タイトル別名

Using artificial intelligence in marketing : how to harness AI+maintain the competitive edge

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注記

Includes bibliographical references (p. [197]-200) and index

内容説明・目次

内容説明

Artificial intelligence (AI) is paving the way for the future of marketing and business transformation, yet many organizations struggle to know exactly how and where to integrate it. This book is the ultimate guide to embracing the opportunity that AI can bring for your marketing. With AI forecasted to boost global GDP by 14% by 2030, an efficient and sustainable AI marketing strategy is now essential to avoid losing the competitive edge. Using Artificial Intelligence in Marketing provides the definitive, practical framework needed for marketers to identify, apply and embrace the opportunity to maximize the results and business advancement that AI can bring. Streamlining efficiencies into every business practice, AI automates simpler, repetitive tasks with unrivalled accuracy, allowing sales and marketing teams to return their attention to where human interaction is most valuable: strategy, creativity and personal connection. Using Artificial Intelligence in Marketing outlines key marketing benefits such as accurate market research samples, immediate big data insights and brand-safe content creation, right through to the on-demand customer service that is now expected 24/7. It also explores the inevitable myths, concerns and ethical questions that can arise from the large-scale adoption of AI. This book is an essential read for every 21st century marketer.

目次

  • Chapter - 01: The AI wake-up call - The strategic transition of marketing
  • Chapter - 02: The personalization paradox - Global appetite for AI and the changing customer journey
  • Chapter - 03: Transformational marketing and AI in tourism - A glimpse at the Asia Pacific region
  • Chapter - 04: Transformational marketing and AI in Europe - Case studies from telecoms, banking and built environment
  • Chapter - 05: Transformational marketing and AI in North America - Case studies from banking and retail
  • Chapter - 06: Transformational marketing and AI in technology and venture capital - With a special focus on the Middle East
  • Chapter - 07: Framework for success - Democratization of AI
  • Chapter - 08: The new marketing paradigm - Reinventing the role of marketing, ethics and transparency
  • Chapter - 09: The future of marketing has arrived - AI's wider impact on education, policy and politics

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