The Use of Artificial Intelligence in Digital Marketing: Competitive Strategies and Tactics

Teixeira, Remondes (Herausgeber)

Media-Kombination

318 Seiten

2023
IGI Global
978-1-6684-9328-1 (ISBN)

Infos

In today's rapidly evolving landscape, AI has become an indispensable tool for organizations seeking to enhance their understanding of customers, boost productivity, and foster stronger connections with their target audience. The Use of Artificial Intelligence in Digital Marketing: Competitive Strategies and Tactics is a comprehensive and timely exploration of the integration of artificial intelligence (AI) into the field of digital marketing. Authored by experts in the field, this book delves into the profound and far-reaching changes that AI is bringing to the digital marketing arena. It provides a detailed examination of how organizations can leverage AI technologies to gain a competitive edge in the market. By mastering these new technologies, companies can effectively navigate the dynamic digital landscape, optimize their marketing strategies, and deliver highly personalized content to their customers. The book also addresses the pressing need for visibility and knowledge sharing in the realm of AI-driven digital marketing. Targeting a wide range of audiences, including researchers, teachers, students, and executives, this book serves as a vital resource for those seeking to stay ahead of the curve in the ever-evolving world of digital marketing. Through its comprehensive coverage of AI applications in the field, it equips readers with the knowledge and insights necessary to make informed decisions, develop effective marketing strategies, and drive business growth.

Autor

Sandrina Teixeira is Adjunct Professor at School of Accounting and Administration of Porto, Polytechnic Institute of Porto, Portugal. Since 2013 has Coordinator of the Digital Marketing Masters and of the Degree in Business Communication. Between 2013-2014 has Coordinator of the Degree in Marketing. She is responsible by various courses, such as: unit of Marketing and Advertising Communication, Development of Multimedia Content, Seminars in the Digital Marketing Masters. She got a PhD at University Vigo of Communication, Advertising and Public Relation, in 2011. Her research interests are in digital communication, transparency in public administration and new consumers. Her supervised several master degree dissertations, was arguer in various proofs masters in various institutions of higher education and presided several master juries degrees. Jorge Remondes is a Professor of Marketing at the Higher Institute of Accounting and Administration of Porto, Polytechnic of Porto (ISCAP/PP), Portugal. PhD in Communication from the University of Vigo, Spain, and an MBA in Commercial Management and Marketing from ISTE. Researcher at The Centre for Organisational and Social Studies of the Polytechnic of Porto (CEOS.PP). Editor-in-chief at International Journal of Marketing, Communication and New Media (IJMCNM), Web of Science Journal, and Journal Citation Reports (JCR). Author, Speaker, and Trainer of Executives at the Porto Executive Academy. He was a manager and director in both Portuguese Economic Groups and Multinationals. He is an Honorary Member of the European Superior Council of Doctors and Doctors Honoris Causa.

Produkt-Details

• Erscheint lt. Verlag: 17.11.2023
• Reihe/Serie: Advances in Marketing, Customer Relationship Management, and E-Services
• Verlagsort: Hershey
• Sprache: englisch
• Maße: 178 x 254 mm
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 1-6684-9328-4 / 1668493284
• ISBN-13: 978-1-6684-9328-1 / 9781668493281
• Zustand: Neuware