Kooperativer Bibliotheksverbund

UID:

Format: 1 online resource (398 pages)

Edition: 1st ed. 2024.

ISBN: 9783031596377

Series Statement: Palgrave Executive Essentials,

Content: This book gives an indispensable guide to navigating the shift in customer behavior and discovers how to rally their resources, cultivate capabilities, and forge strategies that harness cutting-edge technologies. In today's tech-centric world, customers crave lightning-fast digital experiences and demand instant solutions. In response, firms are changing the way they do business by accelerating the application of new age technologies, revamping processes, building new organizational structures, and innovating new business models. The authors unveil the secrets of integrating diverse data sources, principles of Marketing 5.0 and employing advanced techniques to unearth profound insights about the customers. This work is the ticket to the latest in AI, machine learning, drones, and other game-changing technologies. Stay ahead of the curve by learning not just what tech to use, but how, when, and why to deploy it in this digital age. For the trailblazers with the influence and resources to reshape marketing strategies, this book is the essential read. Executives climbing the corporate ladder will find it a compass, unraveling how new age technologies dance with both traditional and emerging marketing practices. And for MBA students hungry for insights on navigating the digital era's competitive landscape, this book is the treasure trove of tools and real-world cases. Dive in and chart the course in the tech-driven marketing landscape! Dr. V. Kumar (VK) is Professor of Marketing and the Goodman Academic-Industry Partnership Professor in the Goodman School of Business at Brock University, ON, Canada. VK has held several Endowed Distinguished Faculty Positions in the USA and Distinguished Fellowships across universities worldwide. VK has been honored as a Legend in Marketing through the 10-Volume Legends in Marketing series published by Sage Publications with commentaries from scholars worldwide. VK has published over 300 scholarly papers and over 30 books. The American Marketing Association has instituted the V Kumar Mentorship Award to honor his contributions in mentoring future generations of scholars. Dr. Philip Kotler is S.C. Johnson Distinguished Professor of International Marketing (emeritus) at the Kellogg School of Management, Northwestern University. He received his MA degree at the University of Chicago and Ph.D. Degree at MIT in economics. He published 90 books and 170 articles in leading journals. He has won many awards including the 9-Volume “Legends in Marketing” award. He consulted IBM, GE, AT&T, Honeywell, Bank of America, and Merck. He has been an AMA Director; a Drucker Foundation member. He received 22 honorary doctoral degrees. He has taught in Europe, Asia, and South America.

Note: Chapter 1: Transformative Marketing Has Begun -- Chapter 2: Transformative Marketing – A Marketing 5.0 Perspective -- Chapter 3: Transformative Marketing with Artificial Intelligence -- Chapter 4: Transformative Marketing with Generative Artificial Intelligence -- Chapter 5: Transformative Marketing with Machine Learning (ML) -- Chapter 6: Transformative Marketing with Metaverse -- Chapter 7: Transformative Marketing with Internet of Things (IoT) -- Chapter 8: Transformative Marketing with Robotics -- Chapter 9: Transformative Marketing using Drones -- Chapter 10: Transformative Marketing with Blockchain -- Chapter 11: Putting it all together.

Additional Edition: Print version: Kumar, V. Transformative Marketing Cham : Palgrave Macmillan,c2024 ISBN 9783031596360

Language: English

DOI: 10.1007/978-3-031-59637-7

URL: Volltext  (URL des Erstveröffentlichers)

UID:

Format: XXIX, 379 p. 39 illus., 38 illus. in color. , online resource.

Edition: 1st ed. 2024.

ISBN: 9783031596377

Series Statement: Palgrave Executive Essentials,

Content: This book gives an indispensable guide to navigating the shift in customer behavior and discovers how to rally their resources, cultivate capabilities, and forge strategies that harness cutting-edge technologies. In today's tech-centric world, customers crave lightning-fast digital experiences and demand instant solutions. In response, firms are changing the way they do business by accelerating the application of new age technologies, revamping processes, building new organizational structures, and innovating new business models. The authors unveil the secrets of integrating diverse data sources, principles of Marketing 5.0 and employing advanced techniques to unearth profound insights about the customers. This work is the ticket to the latest in AI, machine learning, drones, and other game-changing technologies. Stay ahead of the curve by learning not just what tech to use, but how, when, and why to deploy it in this digital age. For the trailblazers with the influence and resources to reshape marketing strategies, this book is the essential read. Executives climbing the corporate ladder will find it a compass, unraveling how new age technologies dance with both traditional and emerging marketing practices. And for MBA students hungry for insights on navigating the digital era's competitive landscape, this book is the treasure trove of tools and real-world cases. Dive in and chart the course in the tech-driven marketing landscape! Dr. V. Kumar (VK) is Professor of Marketing and the Goodman Academic-Industry Partnership Professor in the Goodman School of Business at Brock University, ON, Canada. VK has held several Endowed Distinguished Faculty Positions in the USA and Distinguished Fellowships across universities worldwide. VK has been honored as a Legend in Marketing through the 10-Volume Legends in Marketing series published by Sage Publications with commentaries from scholars worldwide. VK has published over 300 scholarly papers and over 30 books. The American Marketing Association has instituted the V Kumar Mentorship Award to honor his contributions in mentoring future generations of scholars. Dr. Philip Kotler is S.C. Johnson Distinguished Professor of International Marketing (emeritus) at the Kellogg School of Management, Northwestern University. He received his MA degree at the University of Chicago and Ph.D. Degree at MIT in economics. He published 90 books and 170 articles in leading journals. He has won many awards including the 9-Volume "Legends in Marketing" award. He consulted IBM, GE, AT&T, Honeywell, Bank of America, and Merck. He has been an AMA Director; a Drucker Foundation member. He received 22 honorary doctoral degrees. He has taught in Europe, Asia, and South America.

Note: Chapter 1: Transformative Marketing Has Begun -- Chapter 2: Transformative Marketing - A Marketing 5.0 Perspective -- Chapter 3: Transformative Marketing with Artificial Intelligence -- Chapter 4: Transformative Marketing with Generative Artificial Intelligence -- Chapter 5: Transformative Marketing with Machine Learning (ML) -- Chapter 6: Transformative Marketing with Metaverse -- Chapter 7: Transformative Marketing with Internet of Things (IoT) -- Chapter 8: Transformative Marketing with Robotics -- Chapter 9: Transformative Marketing using Drones -- Chapter 10: Transformative Marketing with Blockchain -- Chapter 11: Putting it all together.

In: Springer Nature eBook

Additional Edition: Printed edition: ISBN 9783031596360

Additional Edition: Printed edition: ISBN 9783031596384

Language: English

DOI: 10.1007/978-3-031-59637-7

URL: https://doi.org/10.1007/978-3-031-59637-7

UID:

Format: 1 online resource (398 pages)

Edition: 1st ed.

ISBN: 9783031596377

Series Statement: Palgrave Executive Essentials Series

Note: Intro -- Preface -- Acknowledgments -- Praise for Transformative Marketing -- Contents -- List of Figures -- List of Tables -- 1 Transformative Marketing Has Begun -- Introduction -- A Brief Overview of NATs -- Looking Beyond the Digital Frontier of NATs -- Organization of the Book -- Notes and References -- 2 Transformative Marketing: A Marketing 5.0 Perspective -- Introduction -- Meaningful Connections Using Human Insights -- Convergence of NATs and Marketing -- Understanding Resources, Capabilities, and Strategies of NATs -- Notes and References -- 3 Transformative Marketing with Artificial Intelligence -- Overview -- Origin, Definition, and Components of AI -- The Rise of the Transformative Home -- Personalized Education -- The World of Wearables -- AI in the Marketing 5.0 World -- Data-Driven Marketing Using AI -- Predictive Marketing Using AI -- Contextual Marketing Using AI -- Augmented Marketing Using AI -- Agile Marketing Using AI -- Current AI Applications in Marketing -- Understanding Customer Needs to Deploy AI -- Revisiting Firm's Capabilities to Integrate AI -- Designing Marketing Mix Strategies with AI -- Driving Customer Engagement Through AI -- Designing Digital Strategies with AI -- Future of AI in Marketing -- AI in Social Media -- Marketing Tools for AI -- Seamless Integration of AI with Marketing-The New Marketing Culture -- Notes and References -- 4 Transformative Marketing with Generative Artificial Intelligence -- Overview -- Origin, Definition, and Classification of Generative AI -- Origin -- Definition -- Classification -- Some Commercial Applications of GAI -- Generative AI in the Marketing 5.0 World -- Data-Driven Marketing Using GAI -- Predictive Marketing Using GAI -- Contextual Marketing Using GAI -- Augmented Marketing Using GAI -- Agile Marketing Using GAI -- Current Generative AI Applications in Marketing. , Understanding Customer Needs to Deploy GAI -- Revisiting Firm Capabilities to Integrate GAI -- Designing Marketing Mix Strategies with GAI -- Driving Customer Engagement Through GAI -- Designing Digital Strategies with GAI -- Future of Generative AI in Marketing -- Ultra-Personalized Experiences -- Personalized Marketing at Scale -- New Forms of Creative Content -- Ethical Considerations for Developing Marketing Campaigns -- Notes and References -- 5 Transformative Marketing with Machine Learning (ML) -- Overview -- Origin, Definition, and Components of ML -- Analytics-Oriented Technology -- Link to Artificial Intelligence -- Machine Learning Models -- Machine Learning in the Marketing 5.0 World -- Data-Driven Marketing Using ML -- Predictive marketing using ML -- Contextual Marketing Using ML -- Augmented Marketing Using ML -- Agile Marketing Using ML -- Current ML Applications in Marketing -- Understanding Customer Needs to Deploy ML -- Revisiting Firm Capabilities to Integrate ML -- Designing Marketing Mix Strategies with ML -- Driving customer engagement through ML -- Designing Digital Strategies with ML -- Future of ML in Marketing -- ML and Customer Churn Analytics -- Improvement to demand forecasting -- Strategy Development for Customers and Products -- Notes and References -- 6 Transformative Marketing with Metaverse -- Overview -- Origin, Definition, and Classifications of the Metaverse -- Origin -- Definition -- Classification -- Metaverse in the Marketing 5.0 World -- Data-Driven Marketing Using the Metaverse -- Predictive Marketing Using the Metaverse -- Contextual Marketing Using the Metaverse -- Augmented Marketing Using the Metaverse -- Agile Marketing Using the Metaverse -- Current Metaverse Applications in Marketing -- Understanding Customer Needs to Deploy in the Metaverse. , Revisiting Firm Capabilities to Integrate in the Metaverse -- Designing Marketing Mix Strategies in the Metaverse -- Driving Customer Engagement Through the Metaverse -- Designing Digital Strategies Within the Metaverse -- Future of Metaverse in Marketing -- Technical Considerations -- Social/Ethical Considerations -- Economic Considerations -- Notes and References -- 7 Transformative Marketing with the Internet of Things (IoT) -- Overview -- Origin, Definition, and Classifications of IoT -- Individuals -- Organization -- Industry -- National -- Wearables -- Smart Homes -- Industrial Automation -- IoT in the Marketing 5.0 World -- Data-Driven Marketing Using IoT -- Predictive Marketing Using IoT -- Contextual Marketing Using IoT -- Augmented Marketing Using IoT -- Agile Marketing Using IoT -- Current IoT Applications in Marketing -- Understanding Customer Needs to Deploy IoT -- Revisiting Firm Capabilities to Integrate IoT -- Designing Marketing Mix Strategies with IoT -- Driving Customer Engagement Through IoT -- Designing Digital Strategies with IoT -- Future of IoT in Marketing -- IoT and Transportation -- Smart Cities -- Real-Time Buying Process and Purchasing -- Notes and References -- 8 Transformative Marketing with Robotics -- Overview -- Origin, Definition, and Classifications of Robotics -- Origin -- Definition -- Classification of Robots -- Industrial and Business Applications -- Domestic-Oriented Technology -- Humanoid Robots -- Robotics in the Marketing 5.0 World -- Data-Driven Marketing Using Robotics -- Predictive Marketing Using Robotics -- Contextual Marketing Using Robotics -- Augmented Marketing Using Robotics -- Agile Marketing Using Robotics -- Current Robotics Applications in Marketing -- Understanding Customer Needs to Deploy Robotics -- Revisiting Firm Capabilities to Integrate Robotics. , Designing Marketing Mix Strategies with Robotics -- Driving Customer Engagement Through Robotics -- Designing Digital Strategies with Robotics -- Future of Robotics in Marketing -- Robotics and the Interactive Service Industry -- Interactive Marketing -- Creative Content Curation -- Notes and References -- 9 Transformative Marketing Using Drones -- Overview -- Origin, Definition, and Classification of Drones -- Origin -- Definition -- Classification of Drones -- Military-Oriented Technology -- Consumer Applications -- Business Applications -- Disaster Response -- Drones in the Marketing 5.0 World -- Data-Driven Marketing Using Drones -- Predictive Marketing Using Drones -- Contextual Marketing Using Drones -- Augmented Marketing Using Drones -- Agile Marketing Using Drones -- Current Drone Applications in Marketing -- Understanding Customer Needs to Deploy Drones -- Revisiting Firm Capabilities to Integrate Drones -- Designing Marketing Mix Strategies With Drones -- Driving Customer Engagement Through Drones -- Designing Digital Strategies With Drones -- Future of Drones in Marketing -- The "Good," "Bad," and "Ugly" of Drones -- Enhanced Customer Experience -- Customer Contact Solutions -- Notes and References -- 10 Transformative Marketing Using Blockchain -- Overview -- Origin, Definition, and Classification of Blockchain -- Origin -- Definition -- Classification of Blockchain -- Security-Oriented Technology -- Link to AI and ML -- AI/ML Improving Blockchain's Effectiveness -- Blockchain in the Marketing 5.0 World -- Data-Driven Marketing Using Blockchain -- Predictive Marketing Using Blockchain -- Contextual Marketing Using Blockchain -- Augmented Marketing Using Blockchain -- Agile Marketing Using Blockchain -- Current Blockchain Applications in Marketing -- Understanding Customer Needs to Deploy Blockchain. , Revisiting Firm Capabilities to Integrate Blockchain -- Designing Marketing Mix Strategies with Blockchain -- Driving Customer Engagement Through Blockchain -- Designing Digital Strategies with Blockchain -- The Future of Blockchain in Marketing -- Data and Transaction Security -- Impact on Advertising Transparency -- Online Marketing Campaign Management -- Notes and References -- 11 Putting It All Together -- New-Age Technologies for Better Marketing: A Strategic Framework -- New-Age Technologies -- Generation of Firm Capabilities -- Strategic and Tactical Marketing Actions -- Customer Experience -- Stakeholder Engagement/Benefits -- Value and Social Well-being in a New-Age Technology World -- Notes and References -- Index.

Additional Edition: Print version: Kumar, V. Transformative Marketing Cham : Palgrave Macmillan,c2024 ISBN 9783031596360

Language: English