In response to the unprecedented emergence of the fourth wave of digital marketing, this timely book explores how the ascension of artificial intelligence and the disappearance of cookies are the biggest drivers and enablers of change in this fast-moving industry.
Combining the expertise of practitioners from digital agencies with leading researchers and academics, chapters explore how the changes brought about by AI should be considered in strategy, and the best way to build a sustainable competitive advantage. Introducing the MVG (Market-Value-Growth)-MRACE (R) model, Niko Lahtinen, Kimmo Pulkka, Pasi Viinamaeki, Joel Mero and Heikki Karjaluoto provide a step-by-step guide on how to plan and implement digital marketing. They equip readers with the tools to ensure they employ marketing in a way that goes beyond short-sighted campaigning to focus on building long-term demand and customer flow.
Digital Marketing and Artificial Intelligence is a crucial resource for students and academics of digital marketing, as well as disruptive technologies and AI. The discussion and insights covered will be of use for all marketing and sales professionals who want to understand the opportunities and challenges of AI and build a sustainable marketing future.
Reihe
Sprache
Verlagsort
Zielgruppe
Maße
Höhe: 234 mm
Breite: 156 mm
ISBN-13
978-1-0353-6133-5 (9781035361335)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Niko Lahtinen, Principal Owner and Commercial Director, Kimmo Pulkka, Partner and Head of the Content Marketing Unit, Pasi Viinamaeki, SEM Chapter Lead and AI Team Lead, Suomen Digimarkkinointi Oy, Joel Mero, Associate Professor of Marketing, School of Business and Economics, University of Jyvaeskylae and Heikki Karjaluoto, Professor, Faculty of Information Technology, University of Jyvaeskylae, Finland
