Transformation of marketing with technology: Case approach for artificial intelligence

Basit Öğe Kaydı
dc.authorid0000-0001-9005-0324
dc.contributor.authorPınarbaşı, Fatih
dc.contributor.authorAkpınar, Habib Mehmet
dc.date.accessioned2020-03-23T08:22:01Z
dc.date.available2020-03-23T08:22:01Z
dc.date.issued2019
dc.departmentİstanbul Medipol Üniversitesi, İşletme ve Yönetim Bilimleri Fakültesi, İşletme Bölümü
dc.description.abstractMarketing lives as a living organism with its competitive environment and several internal conditions. Marketing functions should adapt to the world they are bound to and develop their activities by taking into account the changes and developments in micro and macro factors. With the increase in technology and the spread of social media, transformation in marketing has become inevitable. Advances in business applications have better results about understanding customer and markets. As previous studies examine artificial intelligence concept with different contexts, there is lack of integrated study which examine marketing and artificial intelligence together. This study proposes three-steps plan for implementing AI with marketing while it includes nine scenarios from different marketing goals. Study also has suggestions for implementing AI methodologies into business processes.
dc.identifier.citationPınarbaşı, F., Akpınar, H. M. (2019). Transformation of marketing with technology: Case approach for artificial intelligence. Handbook of Research on Strategic Fit and Design in Business Ecosystems içinde (144-165. ss.). IGI Global. http://doi.org/10.4018/978-1-7998-1125-1.ch007
dc.identifier.doi10.4018/978-1-7998-1125-1.ch007
dc.identifier.endpage165
dc.identifier.isbn9781799811275
dc.identifier.isbn1799811255
dc.identifier.isbn9781799811251
dc.identifier.scopusqualityN/A
dc.identifier.startpage144
dc.identifier.urihttp://doi.org/10.4018/978-1-7998-1125-1.ch007
dc.identifier.urihttps://hdl.handle.net/20.500.12511/5066
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherIGI Global
dc.relation.ispartofHandbook of Research on Strategic Fit and Design in Business Ecosystemsen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.subjectMarketing
dc.subjectTechnology
dc.subjectArtificial Intelligence
dc.subjectTransformation
dc.titleTransformation of marketing with technology: Case approach for artificial intelligence
dc.typeBook Chapter

Dosyalar

Lisans paketi
Listeleniyor 1 - 1 / 1
Küçük Resim Yok
İsim:
license.txt
Boyut:
1.44 KB
Biçim:
Item-specific license agreed upon to submission
Açıklama:
İndir

Koleksiyon

Kitap Bölümü Koleksiyonu
Scopus İndeksli Yayınlar Koleksiyonu