Artificial Intelligence for Marketing Management (行銷管理的人工智慧)

Thaichon, Park, Quach, Sara

Artificial Intelligence for Marketing Management
  • 出版商: Routledge
  • 出版日期: 2022-11-10
  • 售價: $5,450
  • 貴賓價: 9.5 折 $5,178
  • 語言: 英文
  • 頁數: 206
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 1032248483
  • ISBN-13: 9781032248486
  • 相關分類: 人工智慧、行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

相關主題

商品描述

Artificial intelligence (AI) has driven businesses to adopt new business practices rapidly, enhance product development and services, has helped to power AI-based market intelligence and customer insights, and improve customer relationship management. This timely book addresses the use of AI in marketing.

This book also explores the dark side of AI in marketing management and discusses ethics and transparency of automated decision-making in AI applications, data privacy, cyber security issues, and biases in various facets of marketing. Emerging applications of AI such as DeepFakes which use deep learning technology could increase risks of manipulation and deception. Hence, apart from leveraging AI capabilities and advantages, the book cautions the need for prevention strategies to deal with potential issues that could arise from the adoption of AI in marketing management.

This book will provide practical insights into the role of AI in marketing management. It will be a useful reference for those researching marketing and marketing professionals.

商品描述(中文翻譯)

人工智慧（AI）已迅速推動企業採用新的商業實踐，增強產品開發和服務，並幫助推動基於AI的市場情報和客戶洞察力，改善客戶關係管理。這本及時的書籍探討了AI在市場營銷中的應用。

本書還探討了AI在市場管理中的負面影響，並討論了自動化決策在AI應用中的倫理和透明度、數據隱私、網絡安全問題以及市場營銷的各個方面中的偏見。AI的新興應用，如使用深度學習技術的DeepFakes，可能增加操縱和欺騙的風險。因此，除了利用AI的能力和優勢外，本書還提醒需要預防策略來應對市場管理中可能出現的問題。

本書將提供有關AI在市場管理中的角色的實用見解。對於研究市場營銷和市場營銷專業人士來說，這將是一個有用的參考資料。

作者簡介

Park Thaichon is Cluster Leader of the Relationship Marketing for Impact research cluster, Griffith Business School. His research articles can be viewed in the leading outlets such as the Journal of the Academy of Marketing Science, California Management Review, Industrial Marketing Management, European Journal of Marketing, and Journal of Business Research. Park is an Associate Editor of the Australasian Marketing Journal and Journal of Strategic Marketing. He is a member of the Griffith Institute for Tourism, Sales and Marketing Strategy Institute, and Griffith Asia Institute. Park has published over 70 A-ranked journal articles since 2015 (ABDC).

Sara Quach has been recognized as the Rising Star in the Marketing Discipline 2020 by The Australian. Sara has published over 40 A-ranked journal articles since 2015 (ABDC). Her research has been published in leading marketing journals including but not limited to the Journal of the Academy of Marketing Science, Industrial Marketing Management, European Journal of Marketing, Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Business and Industrial Marketing, Journal of Strategic Marketing, and Marketing Intelligence and Planning

作者簡介(中文翻譯)

Park Thaichon是格里菲斯商學院關係行銷對影響力研究群的集群負責人。他的研究文章可以在領先的出版物上查閱，如《Journal of the Academy of Marketing Science》、《California Management Review》、《Industrial Marketing Management》、《European Journal of Marketing》和《Journal of Business Research》。Park是《Australasian Marketing Journal》和《Journal of Strategic Marketing》的副編輯。他是格里菲斯旅遊研究所、銷售和行銷策略研究所以及格里菲斯亞洲研究所的成員。自2015年以來，Park已發表了70多篇A級期刊文章（ABDC）。

Sara Quach被《The Australian》評為2020年市場學科的新星。自2015年以來，Sara已發表了40多篇A級期刊文章（ABDC）。她的研究已發表在領先的市場學期刊上，包括但不限於《Journal of the Academy of Marketing Science》、《Industrial Marketing Management》、《European Journal of Marketing》、《Journal of Business Research》、《Journal of Retailing and Consumer Services》、《Journal of Business and Industrial Marketing》、《Journal of Strategic Marketing》和《Marketing Intelligence and Planning》。

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