Building AI Driven Marketing Capabilities (Paperback)

This book is an attempt to reflect deployment of technologies across businesses and sectors. As the functional discipline comes together, harnessing a gamut of technologies becomes indispensable to deliver a superior customer experience and driving profits. Marketers should thus adopt the concepts of openness, convergence, and creation of value through new emerging technologies. A resultant hyper connected market will thus have to adopt innovative changes in its existing processes and services. The proposed book offers its readers an insight into technological interventions in various aspects of marketing domain. From understanding various technologies as an enabler to marketing efforts and its impact on decision making and mapping of various facets of customer experience, this book is recommended for marketers and learners to understand the advantages of using technology.

What You Will Learn

Thedevelopments and applications of Artificial Intelligence in marketing
The precise, practical framework necessary to discover, utilize, and embrace AI potential to optimize the outcomes for company growth
Automation and optimization of media planning through AI

Who This Book is For

The book is designed for marketers, academicians, business professionals, data scientists, practitioners, and researchers.

Neha Zaidi is an Assistant Professor of Marketing at the School of Business Studies, Sharda University. She more than 10 years of experience in academics and research and has worked with several reputed management institutions. She has received awards for her research at various international conferences and has published research papers and case studies in Scopus-indexed and ABDC journals in the areas of travel and tourism, sustainable marketing, social media marketing, and services marketing which remain her prime interest domains of research.

Mohit Maurya has a Ph.D. in Retail Management and has almost two decades of experience in academics, research, corporate training and consulting. Some of his previous associations were with the NIILM Centre for Management Studies, Siddaganga Institute of Technology, Kirloskar Institute of Advanced Management Studies, and ICFAI University. He has published several research papers in national and international Journals of repute. He has trained over 1200 executives at various companies like JSW Steel Ltd., Wadhawan Food Retail, Aditya Birla Retail Ltd., Trident Powercraft Private Ltd., GMR Infra., Adecco India, Seminis, Monsanto Agro, Kirloskar Brothers Ltd., Kirloskar Oil Engines Limited, Kirloskar Pneumatic Co. Ltd., and Kirloskar Ebara Pumps Ltd.

Professor Simon Grima is the Deputy Dean of the Faculty of Economics, Management and Accountancy, Associate Professor, and the Head of the Department of Insurance and Risk Management at the University of Malta. There, he coordinates the MA and MSc Insurance and Risk Management degrees together with the Undergrad degree programs in Insurance. Simon is also a Professor at the University of Latvia, Faculty of Business, Management and Economics and a visiting Professor at UNICATT, Milan. He served as the President of the Malta Association of Risk Management (MARM) and President of the Malta Association of Compliance Officers (MACO) between 2013 and 2015 and 2016 and 2018 respectively. He is also the chairman of the Scientific Education Committee of the Public Risk Management Organization (PRIMO). His research focus is on governance, regulations, and internal controls, and he has over 30 years of experience in financial services, academia, and public entities. He has acted as co-chair and is a member of the scientific program committee on some international conferences and is a chief editor, editor and review editor of several journals and book series. He named outstanding reviewer for The Journal of Financial Regulation and Compliance in the 2017 and 2022 Emerald Literati Awards. Additionally, Simon acts as an independent director for financial services firms, sits on risk, compliance, procurement, investment, and audit committees, and carries out duties as a compliance officer, internal auditor and risk manager.