Transformation of marketing with technology: Case approach for artificial intelligence
[ X ]
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
IGI Global
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Marketing lives as a living organism with its competitive environment and several internal conditions. Marketing functions should adapt to the world they are bound to and develop their activities by taking into account the changes and developments in micro and macro factors. With the increase in technology and the spread of social media, transformation in marketing has become inevitable. Advances in business applications have better results about understanding customer and markets. As previous studies examine artificial intelligence concept with different contexts, there is lack of integrated study which examine marketing and artificial intelligence together. This study proposes three-steps plan for implementing AI with marketing while it includes nine scenarios from different marketing goals. Study also has suggestions for implementing AI methodologies into business processes. © 2020, IGI Global. All rights reserved.
Açıklama
Anahtar Kelimeler
Kaynak
Handbook of Research on Strategic Fit and Design in Business Ecosystems
WoS Q Değeri
Scopus Q Değeri
N/A
