Del 20 - Review of Marketing Research

Artificial Intelligence in Marketing

Inbunden, Engelska, 2023

Av K. Sudhir, Olivier Toubia, USA) Sudhir, K. (Yale University, USA) Toubia, Olivier (Columbia University, Naresh K. Malhotra

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Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.Here, leading scholars explore how marketing is currently shaping, and being shaped by, the evolution of Artificial Intelligence (AI). Topics covered include the effects of AI on: economics; personalisation; pricing; content generation; the identification, structuring, and prioritization of customer needs; customer feedback; Natural Language Processing; image analytics; deep learning; and the anthropomorphism of AI, such as in virtual assistants and chatbots.Each chapter provides thought provoking discussions which will be relevant to researchers, professionals, and students.

Produktinformation

Utgivningsdatum2023-03-13
Mått152 x 229 x 23 mm
Vikt610 g
FormatInbunden
SpråkEngelska
SerieReview of Marketing Research
Antal sidor344
FörlagEmerald Publishing Limited
MedarbetareMalhotra,NareshK.
ISBN9781802628760

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Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER, and Regents’ Professor Emeritus, Scheller College of Business, Georgia Institute of Technology (Georgia Tech), USA.K. Sudhir is James L. Frank ’32 Professor of Marketing at the Yale School of Management. His recent research uses AI methods such as NLP, video and music analytics to address questions on advertising, salesforce hiring, online reviews, bias and privacy.Olivier Toubia is the Glaubinger Professor of Business at Columbia Business School. His research combines methods from social sciences and data science, in order to study human processes such as motivation, choice, and creativity.

Introduction. The State of AI Research in Marketing: Active, Fertile, and Ready for Explosive Growth; K. Sudhir and Olivier ToubiaChapter 1. The Economics of Artificial Intelligence: A Marketing Perspective; MengQi (Annie) Ding and Avi GoldfarbChapter 2. AI and Personalization; Omid Rafieian and Hema YoganarasimhanChapter 3. Artificial Intelligence and Pricing; Diego Aparicio and Kanishka MisraChapter 4. Leveraging AI for Content Generation: A Customer Equity Perspective; David Schweidel, Martin Reisenbichler, Thomas Reutterer, and Kunpeng ZhangChapter 5. Artificial Intelligence and User-Generated Data are Transforming how Firms Come to Understand Customer Needs; John R. Hauser, Zelin Li, and Chengfeng Mao Chapter 6. AI Applications to Customer Feedback Research: A Review; Peter S. Lee, Ishita Chakraborty, and Shrabastee BanerjeeChapter 7. Natural Language Processing in Marketing; Jochen Hartmann and Oded Netzer Chapter 8. Marketing through the Machine’s Eyes: Image Analytics and Interpretability; Shunyuan Zhang, Flora Feng, and Kannan SrinivasanChapter 9. Deep Learning in Marketing: A Review and Research Agenda; Xiao LiuChapter 10. Anthropomorphism in Artificial Intelligence: A Review of Empirical Work Across Domains and Insights for Future Research; Ertugrul Uysal, Sascha Alavi and Valéry Bezençon