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008 241120t20242024xxu fo d z eng d
020 _a9781501522796
_qprint
020 _a9781501519789
_qEPUB
020 _a9781501519765
_qPDF
024 7 _a10.1515/9781501519765
_2doi
035 _a(DE-B1597)9781501519765
035 _a(DE-B1597)679397
035 _a(OCoLC)1453430382
040 _aDE-B1597
_beng
_cDE-B1597
_erda
050 4 _aHF5415.125
072 7 _aCOM000000
_2bisacsh
082 0 4 _a658.8
_223/eng/20240925
084 _aonline - DeGruyter
100 1 _aKihlstrom, Greg
_eautore
245 1 0 _aUsing AI in Marketing :
_bAn Introduction /
_cGreg Kihlstrom.
264 1 _aDulles, VA :
_bMercury Learning and Information,
_c[2024]
264 4 _c2024
300 _a1 online resource (136 p.)
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 0 _aMLI Generative AI Series
505 0 0 _tFrontmatter --
_tContents --
_tAcknowledgments --
_tAbout the Author --
_tForeword --
_tIntroduction --
_tPart I: Exploring AI and Marketing --
_tChapter 1: A Brief History of AI --
_tChapter 2: Understanding AI and Marketing --
_tChapter 3: The Current Use of AI in Marketing --
_tPart II: Growth Areas for Marketing and AI --
_tChapter 4: Generative AI --
_tChapter 5: Personalized Customer Experience --
_tChapter 6: Team and Workflow Augmentation --
_tChapter 7: Data Analysis, Measurement, and Optimization --
_tPart III: Practical Examples --
_tChapter 8: Improving Prompt Writing --
_tChapter 9: Generative AI Cases and Examples --
_tPart IV: Integration and Optimization of AI and Marketing --
_tChapter 10: The AI Adoption Mindset --
_tChapter 11: How AI Changes Your Marketing Approach --
_tChapter 12: When and Where to Invest in AI --
_tChapter 13: Challenges of AI --
_tEpilogue --
_tIndex
506 0 _arestricted access
_uhttp://purl.org/coar/access_right/c_16ec
_fonline access with authorization
_2star
520 _aIn today's dynamic marketing landscape, artificial intelligence (AI) stands at the forefront of innovation, offering unprecedented opportunities for marketers. This book enables marketing professionals to harness the power of AI, featuring in-depth discussions on key topics such as generative AI, personalized customer experiences, team and workflow augmentation, and data analysis optimization. It is divided into four parts, each addressing a different aspect of AI and marketing. Part I covers the fundamentals of AI in marketing, including machine learning and generative AI. Part II explores growth areas for marketing and AI, using generative AI and customer journey personalization. Part III goes into detail about how to use AI, particularly generative AI tools, to enhance the marketing function. Part IV is about integration and optimization, providing insights on when and where to invest in AI and how to prepare your team for an AI-driven marketing future.
530 _aIssued also in print.
538 _aMode of access: Internet via World Wide Web.
546 _aIn English.
588 0 _aDescription based on online resource; title from PDF title page (publisher's Web site, viewed 20. Nov 2024)
650 0 _aArtificial intelligence
_xMarketing applications.
650 0 _aMarketing
_xData processing.
650 7 _aCOMPUTERS / General.
_2bisacsh
653 _aAI in Marketing, Generative AI, Personalized Marketing, Marketing Automation, UX, Data Analysis, Predictive Analytics, ChatGPT, Gemini.
850 _aIT-RoAPU
856 4 0 _uhttps://doi.org/10.1515/9781501519765
856 4 0 _uhttps://www.degruyter.com/isbn/9781501519765
856 4 2 _3Cover
_uhttps://www.degruyter.com/document/cover/isbn/9781501519765/original
942 _cEB
999 _c305328
_d305328