AI-Driven Marketing Research and Data Analytics

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

Buch | Softcover

490 Seiten

2024
Business Science Reference (Verlag)
979-8-3693-4486-6 (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 holds the position of Senior Lecturer of Marketing in the Department of Business Management at Middle East College, located in Muscat, Oman. In this role, he imparts knowledge in courses such as Global Marketing, Marketing Management, Digital Marketing, and other subjects pertaining to the business management domain. He undertakes various responsibilities, including student counseling, developing curricula, ensuring quality standards, and facilitating teaching and learning activities. Reason holds the distinction of being a Fellow of the Chartered Institute of Marketing, a Senior Member of the Marketers Association of Zimbabwe, and a Professional Member of the Australian Marketing Institute. As an ardent researcher in the fields of marketing, logistics, and supply management, he has acquired international exposure in administering research grants. Option Takunda Chiwaridzo is currently a 4th year PhD student at the University of Science and Technology in Beijing, China. He holds a Masters degree in Business Management and Corporate Governance from Midlands State University in Zimbabwe. For the past 8 years, Mr. Chiwaridzo has worked at the Ministry on SMEs in Zimbabwe. He has also been a part-time lecturer for 4 years at the Izeikel Guti University in Zimbabwe. Originally from Zimbabwe, Mr. Chiwaridzo moved to China to pursue his doctoral studies and research in Business Administration. His work focuses on tourism marketing, nation branding, energy sustainability and efficiency. In his free time, Mr. Chiwaridzo enjoys reading, writing, playing and watching soccer. With his advanced education, teaching experience, and background working in the public sector, Mr. Chiwaridzo is well-positioned to make valuable contributions in his field. Mercy Dube is a lecturer in the Department of Information and Marketing Science at Midlands State University Faculty of Business Sciences, Gweru, Zimbabwe, Her research interests are in Digital Marketing, Social Marketing, Consumer buying behavior and Relationship Marketing. She has published some articles on the mentioned areas of interests. She is involved in lecturing courses in digital marketing, e-commerce, consumer behavior and neuro-marketing aspects of branding. Benson Ruzive is a PhD student with University of Kwa-Zulu Natal a South African university. He is currently employed by Modern College of Business Science one of the leading institutions of Higher Education in Middle East as a lecturer in the Department of Business and Economics. He has worked for both the private sector and public institutions over the last 30 years. He is a supply chain management expert, with over 25 years experience in both the private and public sectors, apart from lecturing public procurement at undergraduate level.

Erscheinungsdatum	30.04.2024
Reihe/Serie	Advances in Marketing, Customer Relationship Management, and E-Services
Sprache	englisch
Maße	216 x 279 mm
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-13	979-8-3693-4486-6 / 9798369344866
Zustand	Neuware