Artificial intelligence in marketing and marketing research
The Routledge Companion to Marketing Research(2021)
Abstract
This chapter focuses on the evolution of marketing practice and on the application of artificial intelligence (AI) to strategic marketing decision-making, in managing the marketing mix, and in marketing research. It concludes that the use of artificial intelligence offers opportunities to marketing researchers, but that it may also disrupt the business models of marketing research companies and change how they conduct marketing research.
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Key words
marketing,artificial intelligence,research
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