AI-Driven Marketing Research and Data Analytics

Reason Masengu, Option Takunda Chiwaridzo, Mercy Dube, Benson Ruzive (Herausgeber)

Buch | Hardcover

490 Seiten

2024
IGI Global (Verlag)
979-8-3693-2165-2 (ISBN)

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The surge in technological advancements, coupled with the exponential growth of data, has left marketers grappling with the need for a paradigm shift. The once-established methods of consumer engagement are now overshadowed by the complexities of the digital age, demanding a profound understanding of artificial intelligence (AI) and data analytics. The gap between academic knowledge and practical applications in the field of marketing has widened, leaving industry professionals, educators, and students seeking a comprehensive resource to navigate the intricacies of this transformative era. AI-Driven Marketing Research and Data Analytics is a groundbreaking book that serves as a beacon for marketers, educators, and industry leaders alike. With a keen focus on the symbiotic relationship between AI, data analytics, and marketing research, this book bridges the gap between theory and practice. It not only explores the historical evolution of marketing but also provides an innovative examination of how AI and data analytics are reshaping the landscape. Through real-time case studies, ethical considerations, and in-depth insights, the book offers a holistic solution to the challenges faced by marketing professionals in the digital age. This book is not just an academic exercise; it is a straightforward guide that transforms theoretical concepts into actionable strategies. By delving into topics ranging from AI-driven market campaigns to ethical considerations in data usage, it equips readers with the tools needed to navigate the complexities of contemporary marketing. The book ensures that its readers are not only informed about the latest trends but also empowered to apply these insights in their daily routines. For universities, colleges, and industry professionals seeking a foundational text that seamlessly integrates academia with real-world applications, AI-Driven Marketing Research and Data Analytics stands as an indispensable resource, heralding a new era of marketing excellence in the digital age.

Reason Masengu is a highly experienced Senior Lecturer of Business Management at Middle East College in Muscat, Oman, with over 7 years of experience in higher education. He specializes in Global Marketing, Marketing Management, Digital Marketing, and related courses. Dr. Masengu holds a Ph.D. in Business Management (Marketing strategy), North West University, South Africa, a Master of Commerce in Marketing Strategy, Midlands State University, Zimbabwe, and a Bachelor of Technology Hons in International Marketing, Chinhoyi University of Technology, Zimbabwe. He has obtained certifications in marketing, brand strategy, and data analytics from prestigious institutions such as the Chartered Institute of Marketing and Google. Dr. Masengu is a Fellow of the Chartered Institute of Marketing, Certified Practicing Marketer, Australia Marketing Institute and Senior Manager Member -Marketers Association of Zimbabwe. He holds various positions including International Faculty Advisor, reviewer for the IEOM Society, and other international accredited journals. His research interests include digital marketing, financial inclusion, marketing research, business management, sustainable marketing, and technology adoption, logistics and supply chain management. With international exposure in administering research grants, he contributes significantly to the fields of marketing, logistics, and supply management through his dedicated research endeavours in Oman. Mercy Dube is a Lecturer at Midlands State University in the Faculty of Business Sciences, department of Information and Marketing Sciences with research interests in Digital marketing, Sustainable marketing, Social marketing, AI and marketing as well as Relationship Marketing.

Erscheinungsdatum	02.05.2024
Verlagsort	Hershey
Sprache	englisch
Maße	216 x 279 mm
Gewicht	272 g
Themenwelt	Informatik ► Datenbanken ► Data Warehouse / Data Mining
	Informatik ► Theorie / Studium ► Künstliche Intelligenz / Robotik
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-13	979-8-3693-2165-2 / 9798369321652
Zustand	Neuware