1st Edition
Artificial Intelligence for Marketing Management
Artificial intelligence (AI) has driven businesses to adopt new business practices rapidly, enhance product development and services, has helped to power AI-based market intelligence and customer insights, and improve customer relationship management. This timely book addresses the use of AI in marketing.
This book also explores the dark side of AI in marketing management and discusses ethics and transparency of automated decision-making in AI applications, data privacy, cyber security issues, and biases in various facets of marketing. Emerging applications of AI such as DeepFakes which use deep learning technology could increase risks of manipulation and deception. Hence, apart from leveraging AI capabilities and advantages, the book cautions the need for prevention strategies to deal with potential issues that could arise from the adoption of AI in marketing management.
This book will provide practical insights into the role of AI in marketing management. It will be a useful reference for those researching marketing and marketing professionals.
PART I Overview of AI
1 Introduction to artificial intelligence (AI): Definition and scope of AI
Dung Le (Jenny), Kyunghwa Chung, Sara Quach, and Park Thaichon
2 The growth of marketing research in artificial intelligence (AI): Topic popularity
Park Thaichon and Sara Quach
3 Types of artificial intelligence (AI) in marketing management
Kyunghwa Chung, Dung Le (Jenny), Park Thaichon, and Sara Quach
4 A framework of artificial intelligence (AI) applications in marketing
Dung Le (Jenny), Kyunghwa Chung, Sara Quach, and Park Thaichon
PART II AI and its implications in the new age of marketing management
5 New developments in artificial intelligence (AI)-powered products in marketing
Mojtaba Barari, Sara Quach, and Park Thaichon
6 Artificial intelligence (AI)-driven services: Communication support, assistance for decision-making, and enhanced customer experience service
Mai Nguyen, Ying Chen, Thanh Huong Nguyen, Sara Shawky Habashi, Sara Quach, and Park Thaichon
7 Artificial intelligence (AI)-integrated operation; insights into supply chain management
Ali Razzaq, Sara Quach, and Park Thaichon
8 Artificial intelligence (AI)-based market intelligence and customer insights
Nirma Sadamali Jayawardena, Abhishek Behl, Park Thaichon, and Sara Quach
9 Artificial intelligence (AI)-empowered customer relationship management
Yi Bu, Sara Quach, and Park Thaichon
PART III Challenges and opportunities of AI
10 Data privacy and artificial intelligence (AI): How AI collects data and its impact on data privacy
Lars-Erik Casper Ferm, Sara Quach, and Park Thaichon
11 Solutions to artificial intelligence (AI) and privacy: How AI uses data and its accompanying privacy issues
Lars-Erik Casper Ferm, Park Thaichon, and Sara Quach
Biography
Park Thaichon is Cluster Leader of the Relationship Marketing for Impact research cluster, Griffith Business School. His research articles can be viewed in the leading outlets such as the Journal of the Academy of Marketing Science, California Management Review, Industrial Marketing Management, European Journal of Marketing, and Journal of Business Research. Park is an Associate Editor of the Australasian Marketing Journal and Journal of Strategic Marketing. He is a member of the Griffith Institute for Tourism, Sales and Marketing Strategy Institute, and Griffith Asia Institute. Park has published over 70 A-ranked journal articles since 2015 (ABDC).
Sara Quach has been recognized as the Rising Star in the Marketing Discipline 2020 by The Australian. Sara has published over 40 A-ranked journal articles since 2015 (ABDC). Her research has been published in leading marketing journals including but not limited to the Journal of the Academy of Marketing Science, Industrial Marketing Management, European Journal of Marketing, Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Business and Industrial Marketing, Journal of Strategic Marketing, and Marketing Intelligence and Planning.
