Artificial Intelligence for Marketing Management
暫譯: 行銷管理的人工智慧
Thaichon, Park, Quach, Sara
- 出版商: Routledge
- 出版日期: 2022-11-10
- 售價: $5,550
- 貴賓價: 9.5 折 $5,273
- 語言: 英文
- 頁數: 206
- 裝訂: Hardcover - also called cloth, retail trade, or trade
- ISBN: 1032248483
- ISBN-13: 9781032248486
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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)
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）驅動企業迅速採用新的商業實踐，增強產品開發和服務，幫助推動基於AI的市場情報和客戶洞察，並改善客戶關係管理。本書及時地探討了AI在行銷中的應用。
本書還探討了AI在行銷管理中的陰暗面，並討論了自動化決策在AI應用中的倫理與透明度、數據隱私、網絡安全問題，以及行銷各個方面的偏見。新興的AI應用，如使用深度學習技術的DeepFakes，可能增加操控和欺騙的風險。因此，除了利用AI的能力和優勢外，本書也警告需要制定預防策略，以應對在行銷管理中採用AI可能出現的潛在問題。
本書將提供有關AI在行銷管理中角色的實用見解，對於研究行銷和行銷專業人士將是一本有用的參考書。
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影響研究群的群組領導者。他的研究文章可在多個領先的期刊上查閱，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、銷售與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 已發表超過70篇A級期刊文章（ABDC）。
被《澳大利亞人報》評選為2020年行銷學科的明日之星。自2015年以來，Sara 已發表超過40篇A級期刊文章（ABDC）。她的研究已發表在多個領先的行銷期刊上，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。
