Artificial intelligence for marketing management

Contributor(s):

Material type: Text

TextPublication details: Routledge New York 2023Description: xi, 205 pISBN:

9781032248486

Subject(s):

DDC classification:

658.80028563 THA

Summary: 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.

List(s) this item appears in: Public Policy & General Management

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.80028563 THA (Browse shelf(Opens below))	1	Available		004765

Table of Contents
PART I Overview of AI

1 Introduction to artificial intelligence (AI): Definition and scope of AI

Dung Le (Jenny), Kyunghwa Chung, Sara Quach, and Park Thaichon

2 The growth of marketing research in artificial intelligence (AI): Topic popularity

Park Thaichon and Sara Quach

3 Types of artificial intelligence (AI) in marketing management

Kyunghwa Chung, Dung Le (Jenny), Park Thaichon, and Sara Quach

4 A framework of artificial intelligence (AI) applications in marketing

Dung Le (Jenny), Kyunghwa Chung, Sara Quach, and Park Thaichon

PART II AI and its implications in the new age of marketing management

5 New developments in artificial intelligence (AI)-powered products in marketing

Mojtaba Barari, Sara Quach, and Park Thaichon

6 Artificial intelligence (AI)-driven services: Communication support, assistance for decision-making, and enhanced customer experience service

Mai Nguyen, Ying Chen, Thanh Huong Nguyen, Sara Shawky Habashi, Sara Quach, and Park Thaichon

7 Artificial intelligence (AI)-integrated operation; insights into supply chain management

Ali Razzaq, Sara Quach, and Park Thaichon

8 Artificial intelligence (AI)-based market intelligence and customer insights

Nirma Sadamali Jayawardena, Abhishek Behl, Park Thaichon, and Sara Quach

9 Artificial intelligence (AI)-empowered customer relationship management

Yi Bu, Sara Quach, and Park Thaichon

PART III Challenges and opportunities of AI

10 Data privacy and artificial intelligence (AI): How AI collects data and its impact on data privacy

Lars-Erik Casper Ferm, Sara Quach, and Park Thaichon

11 Solutions to artificial intelligence (AI) and privacy: How AI uses data and its accompanying privacy issues

Lars-Erik Casper Ferm, Park Thaichon, and Sara Quach

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.

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