Artificial Intelligence in Marketing

Theory, Ethical Practice and Strategy
1. Auflage 2027
ISBN: 978-1-3986-2855-7
Verlag: Kogan Page Ltd

Buch, Englisch, 352 Seiten, Format (B × H): 170 mm x 240 mm

Understand how artificial intelligence is transforming marketing strategy and practice. Artificial Intelligence in Marketing by Kshitij Bhoumik is designed for upper-level undergraduate and postgraduate students studying AI in marketing, digital marketing and contemporary marketing strategy. Bridging the gap between technical capability and marketing decision-making, this textbook considers how AI supports segmentation, targeting, personalization, content creation and performance analysis. From generative AI in campaign development to predictive analytics and social media trend detection, students explore how AI tools enhance marketing effectiveness while maintaining brand integrity and customer trust. Reflective questions and applied exercises at the end of chapters challenge students to engage with current AI tools to create their own marketing content and strategies. This textbook includes: - Clear explanations of foundational marketing principles applied through AI - Structured ethical debates and critical thinking activities in every chapter - Real-world examples from global brands such as Bloom & Wild, Monzo, Heinz, Glossier and Duolingo to illustrate how theory translates into measurable business outcomes - Additional online resources to encourage ongoing learning of new developments and debates in AI Whether preparing for assessment or building future-ready marketing expertise, Artificial Intelligence in Marketing provides students with the analytical skills and strategic confidence to apply AI responsibly and effectively in modern marketing practice.

Autoren/Hrsg.

Bhoumik, Kshitij

Fachgebiete

• Mathematik | Informatik EDV | Informatik Informatik Künstliche Intelligenz
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

• Section - ONE: Foundations and Strategy;
• • Chapter - 01: How AI is Changing the Game:;
  • Chapter - 02: Seeing Customers Through the AI Lens;
  • Chapter - 03: AI in Market Research;
• Section - TWO: Applications Across the Marketing Funnel;
• • Chapter - 04: Rethinking Segmentation, Trageting and Positioning (STP) with AI;
  • Chapter - 05: Campaigning with Generative AI;
  • Chapter - 06: AI in Advertising and Creative Testing;
  • Chapter - 07: How AI Shapes Social Media and Influencer Strategy;
  • Chapter - 08: AI in Branding and Consumer Experience;
  • Chapter - 09: AI in Pricing and Profitability;
  • Chapter - 10: AI in Customer Connection;
• Section - THREE: Ethics, Skills and Futures;
• • Chapter - 11: Responsible AI: Bias, Privacy and Regulation;
  • Chapter - 12: The Future of AI in the Marketing Workforce

Über Autor(innen)

Kshitij Bhoumik is Lecturer in Marketing at the University of Leeds, UK. He has published in several leading journals such as the Journal of Advertising, Journal of Advertising Research and Psychology and Marketing. He teaches marketing to undergraduate and postgraduate students, including Fundamentals of Marketing, Advertising and Media Planning and AI and Marketing.