Kooperativer Bibliotheksverbund

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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