IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Transformation of Marketing With Technology: Case Approach for Artificial Intelligence

Transformation of Marketing With Technology: Case Approach for Artificial Intelligence
View Sample PDF
Author(s): Fatih Pinarbasi (Istanbul Medipol University, Turkey) and Habib Mehmet Akpınar (Istanbul Esenyurt University, Turkey)
Copyright: 2020
Pages: 22
Source title: Handbook of Research on Strategic Fit and Design in Business Ecosystems
Source Author(s)/Editor(s): Umit Hacioglu (Istanbul Medipol University, Turkey)
DOI: 10.4018/978-1-7998-1125-1.ch007

Purchase

View Transformation of Marketing With Technology: Case Approach for Artificial Intelligence on the publisher's website for pricing and purchasing information.

Abstract

Marketing lives as a living organism with its competitive environment and several internal conditions. Marketing functions should adapt to the world they are bound to and develop their activities by taking into account the changes and developments in micro and macro factors. With the increase in technology and the spread of social media, transformation in marketing has become inevitable. Advances in business applications have better results about understanding customer and markets. As previous studies examine artificial intelligence concept with different contexts, there is lack of integrated study which examine marketing and artificial intelligence together. This study proposes three-steps plan for implementing AI with marketing while it includes nine scenarios from different marketing goals. Study also has suggestions for implementing AI methodologies into business processes.

Related Content

M. Sebnem Ensari, Güner Gürsoy. © 2020. 24 pages.
Zafer Adiguzel. © 2020. 28 pages.
Nilüfer Serinikli. © 2020. 23 pages.
Deniz Palalar Alkan. © 2020. 22 pages.
Cemal Zehir, Melike Zehir, Songül Zehir. © 2020. 25 pages.
Sang-Wuk Ku. © 2020. 21 pages.
Fatih Pinarbasi, Habib Mehmet Akpınar. © 2020. 22 pages.
Body Bottom