AI in Marketing equips students with the knowledge to understand the impact of Artificial Intelligence (AI) on marketing strategies, processes, and activities, empowering them to navigate the AI-driven marketing landscape confidently.
Divided into four parts, it provides a comprehensive exploration of AI's transformative role in marketing. The first part lays the groundwork, offering foundational insights into the intersection of AI and marketing. Part two explores the various applications of AI in marketing, and the tools marketers use to optimize their processes and deliver enhanced customer experiences. The third part focuses on leveraging AI for consumer insights, enabling marketers to craft data-driven strategies. The final part examines ethical considerations and the pedagogical integration of AI into marketing education. Each chapter includes real-world examples, exercises, discussion questions, key terms, and AI resources, empowering students to develop practical skills and industry-relevant knowledge.
Students studying in advanced undergraduate and postgraduate Marketing courses will benefit greatly from this comprehensive textbook, preparing them for a future workplace that requires them to know how to use AI effectively, ethically and responsibly.
The book is fully supported by online resources, including an instructor manual and customizable PowerPoint slides.
AI in Marketing equips students with the knowledge to understand the impact of Artificial Intelligence (AI) on marketing strategies, processes, and activities, empowering them to navigate the AI-driven marketing landscape confidently. It provides a comprehensive exploration of AI's transformative role in marketing.
Part 1: Foundations and Frameworks of AI in Marketing
1. Welcome to a Brave New World
2. Advancing Marketing Strategy with Artificial Intelligence: A Systematic Literature Review Part 2: AI Tools and Applications in Marketing
3. Synergizing AI and Integrated Marketing Communications
4. Artificial Intelligence as a Crucial Catalyst in Revolutionizing E-commerce Marketing
5. AI-Driven Branding
6. Navigating International Marketing with Artificial Intelligence
7. AI's Impact on Frontline Sales
8. New Product Development Enriched with AI Part 3: AI-Driven Consumer Dynamics 9. Consumer Behavior and AI
10. AI in Consumer Insights Part 4: Ethics and Education in AI
11. Exxploring the Ethical Implications of Artificial Intelligence in Marketing
12. Implementing AI in Marketing Education
Hannah D. Walters, DBA, is Associate Professor of Marketing at Northern State University. Walters teaches Marketing, Marketing for e-commerce, Marketing Management, Integrated Marketing Communications, Consumer Behavior, Marketing Research, and International Marketing. Walters researches ethical issues in consumer behavior and marketing, AI in higher education, and student engagement.
Rachel M. Hammond, DBA, is Associate Professor of Management at Calvin University. She teaches organizational behavior and management courses. Hammonds research focuses on the scholarship of teaching and learning, board gender diversity, and organizational flourishing. She is also pursuing thought leadership around developing human-centered skills for AI-driven workplaces.
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