Название: AI and Data Engineering Solutions for Effective Marketing
Автор: Lhoussaine Alla, Aziz Hmioui, Badr Bentalha
Издательство: IGI Global
Год: 2024
Страниц: 520
Язык: английский
Формат: pdf (true), epub
Размер: 26.4 MB

In the world of contemporary marketing, a challenge exists - the relationship between data engineering, Artificial Intelligence (AI), and the essential elements of effective marketing. Businesses find themselves at a crossroads, grappling with the imperative to navigate this complex landscape. This challenge serves as the backdrop for the exploration in AI and Data Engineering Solutions for Effective Marketing, a comprehensive reference tailored for academic scholars. Seamlessly integrating theoretical models with real-world applications, the book delves into critical facets of strategic and operational marketing. From the adoption of Data Science techniques to grappling with Big Data's vast potential, it offers a guide for academics seeking profound insights into the future of marketing strategies and their efficient execution. Designed for researchers, practitioners, and students with an interest in the intersection of Artificial Intelligence, data engineering, and marketing, this book serves as a guide for implementing new marketing management solutions and optimizing their operational efficiency. While the primary audience is researchers and practitioners in the field, the book is also tailored to benefit students seeking a deep understanding of the latest developments in marketing.

The increasing use of information technologies and Artificial Intelligence (AI) in the field of management represents a major evolution for companies, administrations and territories, particularly in logistics, human resources, finance, marketing, etc. Regarding this last dimension, many research questions challenge us in terms of issues, opportunities, mechanisms and impact of recent technological and digital innovations, such as robotics, AI, Internet of Things, Big Data Analytics, IT, ICT, Social Media, Gamification and Mobile Technologies, on the reinvention of emerging marketing research methods and methodologies, the dynamics of reflexivity on the strategic and operational marketing of companies and territories, and the revision of the approaches to evaluate and manage the commercial performance and tourism marketing of these entities. In particular, the rise of Artificial Intelligence (AI) and data engineering opens exciting new perspectives for marketing. These disruptive technologies make it possible to deeply rethink marketing practices, from strategy design to campaign optimization and customer relationship management.