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Chapter Synopses

Brave New World: Artificial Intelligence (AI) and Marketing

This introductory chapter will include a brief history of the development of AI, key terms and definitions relevant to the field, and a description of the streams of current research as it relates to marketing and AI. In addition, this chapter will address both instructors and students in an effort to highlight how this book can be used to enhance learning and stimulate discussion. 

AI-Enabled Integrated Marketing Communications

AI presents thrilling prospects for customer engagement and enriching experiences across multiple customer touch points. This chapter investigates AI and its interplay with Integrated Marketing Communications (IMC), encompassing multiple communication channels. It includes a discussion of AI’s impact on IMC’s synergistic approach and congruent messaging.

Consumer Behavior and AI

The widespread adoption of digital technologies has profoundly transformed the field of marketing and consumer behavior. Advancements like AI have played a disruptive and progressive role in shaping consumer attitudes towards particular products and services. This chapter explores the use of AI in the study of consumer behavior and the factors that influence consumers in their decisions relative to buying, using and disposing of goods, services and ideas. 

Streamlining Customer Relationship Management with AI 

Implications of AI on eCommerce

AI-Driven Branding

The emergence of AI in Customer Relationship Management (AI-CRM) systems enhances relationship marketing by making it more accurate, personalized, and scalable. By capitalizing on the breadth and scope of Big Data and utilizing algorithmic capabilities, AI-CRM systems can more precisely target customers, anticipate needs, and track habit formation. This chapter investigates the impact of AI-CRM and ask students to think critically about the efficacy of these developments.

Within the e-commerce domain, AI technology has emerged as a crucial catalyst for its advancement. Through AI integration, e-commerce companies can effectively eliminate redundancies and enhance their marketing efforts to tailor offerings to individual customers. This chapter explores the impact of AI on the marketing of goods and services in the digital realm, focusing on its ability to streamline operations by automating processes and delivering personalized marketing solutions.

Marketing efforts around brand management must now consider the use of AI powered tools for both efficiency and effectiveness. For example, AI-powered data analysis programs can be used to understand brand performance, chatbots can be programmed to respond to customer questions with personalized messages, and social listening tools can streamline brand management efforts. This chapter explores both the benefits and the potential pitfalls of using artificial intelligence to encourage brand engagement and loyalty. 

Navigating International Marketing with AI 

This chapter highlights the impact of AI on international marketing, providing insights into how AI-based tools can redefine branding, marketing, and advertising. It also outlines the opportunities and challenges in the digital era's international marketing landscape, with a focus on internet-enabled technologies.

Ethical Implications of AI in Marketing 

Understanding the ethical implications of using AI in marketing is one of the key areas of discourse in both theory and practice. While the complexity of the legislative landscape continues to create challenges for marketers, the literature is coalescing around ethical principles to guide practice. In this chapter, readers will consider key ethical questions related to AI and marketing in the areas of privacy, justice, explicability, and accountability. 

Advancing Marketing Strategy with AI

Understanding a strategic framework for using AI in marketing will be the basis of this chapter, examining the three types of AI, including Mechanical, Thinking, and Feeling AI. These three areas will provide a framework for understanding how to incorporate AI into strategic marketing decisions. 

Implementing AI in Marketing Education 

AI has and will continue to change the world. Higher education is no exception. This chapter outlines the viewpoints of marketing educators regarding the integration of AI into marketing education programs. It examines various aspects such as the pedagogical implications of AI for teaching and learning, the influence of AI on the assessment of learning, and the potential of AI technologies to elevate the quality of teaching and learning experiences.

AI-Powered Marketing Research

In marketing research, AI can be used for data collection, market analysis, and customer understanding. By leveraging AI in marketing research, businesses can gain a competitive edge, improve customer engagement, and make informed decisions that lead to more successful marketing campaigns and overall business growth. In this chapter, readers will learn ways to conduct marketing research using AI. 

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