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understanding customers in the era of digitalization
In the fast-paced world of digitalization, understanding customers has never been more criticalor more challenging. Marketing Intelligence, Part A: Understanding Customers in the Era of Digitalization takes readers on a journey through the latest advancements in AI, data management, and digital channels that are reshaping the landscape of customer engagement and business strategy. This book explores the transformative power of Artificial Intelligence in enhancing customer experiences, from biometric analysis and Artificial Neural Networks (ANNs) to the ethical implications of AI in marketing. Uncover the dynamic relationship between markets and mobile applications, the role of experience orientation in service industries, and the promise of frictionless shopping in the digital age. With a special focus on centralized knowledge management in healthcare, the Internet of Things (IoT), and the growing importance of natural language processing in marketing intelligence, this comprehensive guide also delves into the ethical concerns surrounding AI adoption, as exemplified by a case study on Google AI. Whether you're navigating the complexities of digital channels to boost brand visibility or leveraging AI to create value for your customers, Marketing Intelligence, Part A: Understanding Customers in the Era of Digitalization provides the insights and strategies needed to thrive in today's digital marketplace. Perfect for marketers, business leaders, and technologists, this book equips you with the tools to understand and engage with your customers in the most effective and ethical ways possible.
Chapter 1. Unlocking the power of artificial intelligence for customer engagement: A bibliometric analysis / Chand Prakash, Ritu Yadav, Amit Dangi, and Manisha Yadav -- Chapter 2. Unlocking financial potential: The dynamic relationship between markets and mobile applications / Mohammed Majeed, Jonas Yomboi, Alhassan Fatawu, Clement Nangpiire, and Manu Victoria -- Chapter 3. Leveraging data sharing for enhanced experiences in service industries: Role of experience orientation and privacy calculus / Elangovan N, Aishwarya Nagarathinam, Sundaravel Elangovan, Aarthy Chellasamy, and Sangeetha Rangasamy -- Chapter 4. Centralized knowledge management and machine learning for enhanced healthcare in Ghana / Gideon Awini, Abubakari Abdul-Razak, Mohammed Majeed, Ahmed Sakara, and Azumah Abdul-Tawab -- Chapter 5. Frictionless shopping in the digital era: A comprehensive analysis of instant gratification, ethical considerations, and future prospects / Talasila Harshitha, Prathiba S, Narasimha Murthy H, and Joel Jebadurai Devapictahi -- Chapter 6. Internet of things and knowledge management / Abubakari Abdul-Razak, Mohammed Majeed, and Gideon Awini -- Chapter 7. Enhancing customer satisfaction through artificial neural networks (anns): Principles, architectures, and practical applications / Diva Kaur Grewal, Vanishree Senthilkumaran, and Hridhya P. K. -- Chapter 8. Managing the ethical concerns in adoption of artificial intelligence in marketing strategies: A case study of google AI / Aliza and Asha Ram Tripathi -- Chapter 9. Role of artificial intelligence in customer engagement and experience / Shakti Swarupa Nayak, Himanshi R Giri, Thirupathi Manickam, and Sriram Ananthan -- Chapter 10. Digital channels and user engagement: A conceptual framework for enhancing brand visibility and revenue / Swetalina Mishra, Girija Nandini, Pramod Kumar Patjoshi, and Shiv Sankar Das -- Chapter 11. Natural processing language: Business strategy in marketing intelligence / Kankhita Mukherjee, Sriram Ananthan, Raghunandan G, and Thirupathi Manickam -- Chapter 12. Alexa, can you please tell me how i can engage and provide the best experience and value to my customers / Akhila R Udupa and Arabinda Bhandari.
edited by Mudita Sinha (Christ University, India), Arabinda Bhandari (Sarala Birla University, India), Samant Shant Priya (Lal Bahadur Shastri Institute of Management, India), and Sajal Kabiraj (LAB University of Applied Sciences, Finland).
Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty
Includes bibliographical references and index.