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Omschrijving

AI Marketing Essentials: Concepts and Practice for the Digital Age explores the dynamic intersection of AI technology and marketing, providing theoretical frameworks for understanding its fast-growing potential in the development and implementation of successful marketing strategies.

By guiding the reader through the principles, tools, and techniques of AI in marketing, this comprehensive textbook will help readers understand how they can leverage AI to transform different marketing functions throughout the lifecycle of a product, from initial strategy to product development, pricing, and distribution. This book combines theoretical understanding with insights from industry to reinforce learning, featuring real-life examples and case studies from different industries and countries across the world. In the first section, the book introduces the AI marketing discipline and how it has evolved. It explains the fundamental AI concepts such as machine learning, big data, NLP, and algorithms, which are crucial to understanding how they work.

In further sections, the applications of these technologies are explored and explained in various marketing functions through case studies from multiple industries and concepts from marketing and technology. The application of these functions across retail, products, service, and business-to-business operations is then explored, followed by a critical discussion of the social and ethical dimensions and future directions for the use of AI in marketing.

An accessible guide for understanding the AI marketing space, this book will suit undergraduate and postgraduate students as well as marketing professionals looking to build foundational knowledge in the concepts and impact of AI in marketing.