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Using Artificial Intelligence in Marketing: How to Harness AI and Maintain the Competitive Edge (Hardback)
  • Using Artificial Intelligence in Marketing: How to Harness AI and Maintain the Competitive Edge (Hardback)
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Using Artificial Intelligence in Marketing: How to Harness AI and Maintain the Competitive Edge (Hardback)

(author)
£60.00
Hardback 224 Pages / Published: 03/02/2019
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Artificial intelligence (AI) marketing is paving the way for the future of marketing and business transformation, yet many organizations struggle to know exactly how and where to integrate it. With AI forecasted to boost global GDP by 14% by 2030, an efficient and sustainable AI marketing strategy is now essential to avoid losing the competitive edge. Using Artificial Intelligence in Marketing provides the definitive, practical framework needed for marketers to identify, apply and embrace the opportunity to maximize the results and business advancement that AI can bring. Streamlining efficiencies into every business practice, AI automates simpler, repetitive tasks with unrivalled accuracy, allowing sales and marketing teams to return their attention to where human interaction is most valuable: strategy, creativity and personal connection. Using Artificial Intelligence in Marketing outlines key marketing benefits such as accurate market research samples, immediate big data insights and brand-safe content creation, right through to the on-demand customer service that is now expected 24/7. It also explores the inevitable myths, concerns and ethical questions that can arise from the large-scale adoption of AI. This book is an essential read for every 21st century marketer.

Publisher: Kogan Page Ltd
ISBN: 9780749497972
Number of pages: 224
Weight: 600 g
Dimensions: 240 x 165 x 22 mm


MEDIA REVIEWS
"Katie King has written a stimulating book that inspires thinking about AI. From personal to marketing and business perspectives, the implications of AI and its potential are engagingly explored."--Professor Len Tiu Wright, Editor-in-Chief, Cogent Business & Management; Emeritus Professor, De Montfort University, UK; formerly Professor of Marketing, Huddersfield University, UK
"Katie King has a fantastic way of captivating her audience and ensuring the reader is both aware of and excited about the role AI has to play in our personal and professional futures. This book, and the introduction of the Scorecard into marketers' lives, will be invaluable in setting brands up for success as they shift to a world where AI must be at the centre of marketing strategy."--Thom Nowell, Football Brand Manager, Nike UK
"Katie King's book is an essential companion to everyone in marketing, from serious students and ambitious young starters through to marketing professionals in agencies and clients, or the most senior marketing directors of large companies. This is not the wave of the future but the wave of the present, benefiting some, making their marketing easier, threatening others and questioning their roles. The key message is, "Don't be an ostrich - get started". This text shows how."--Merlin Stone, Professor of Marketing and Strategy, St Mary's University, UK

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