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 II 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.
Part 1: Foundations and Frameworks of AI in Marketing
1. Welcome to a Brave New World
Bart Caylor
2. Advancing Marketing Strategy with Artificial Intelligence: A Systematic Literature Review
Myriam Ertz and Mehrdad Kordi
Part 2: AI Tools and Applications in Marketing
3. Synergizing AI and Integrated Marketing Communications
Handan Derya Ercan
4. Artificial Intelligence as a Crucial Catalyst in Revolutionizing E-commerce Marketing
Adrienne A. Wallace and Derek T. DeVries
5. AI-Driven Branding
Deniz Lefkeli and Zeynep Gürhan-Canli
6. Navigating International Marketing with Artificial Intelligence
Zina Taran and Lisa Cooley
7. AI's Impact on Frontline Sales
Avishek Lahiri
8. New Product Development Enriched with AI
Krystyna Jarek
Part 3: AI-Driven Consumer Dynamics
9. Consumer Behavior and AI
Vahagn S. Asatryan and Matthew Schonewille
10. AI in Consumer Insights
Brooke M. Reavey
Part 4: Ethics and Education in AI
11. Exploring the Ethical Implications of Artificial Intelligence in Marketing
Hanne Knight
12. Implementing AI in Marketing Education
Mary C. Martin and Michael J. Martin
