| Description |
1 online resource (335 pages) |
| Bibliography |
Includes bibliographical references and index. |
| Summary |
This book provides insight into technologies that offer competitive advantage in marketing. These technologies can help us with describing and predicting customer behavior with the help of analytics, designing of radical products, creating of meaningful value, optimization of distribution, informing and promoting solutions, and making marketing more effective overall by aligning marketing with business goals. A range of technologies, such as analytics, big data, artificial intelligence, IoT, machine learning are expected to transform future businesses. Understanding customer needs, matching them to solutions and delivering value can all be dramatically optimized with the help of technology. Businesses need to realize that AI has already made inroads in marketing and can be expected to wield its influence across functional areas in the foreseeable future. The business world is headed towards acceptance of technology to synthesize knowledge by interpreting diverse information and facilitating decision making. This book is an attempt to reflect deployment of technologies across businesses and sectors. As the functional discipline comes together, harnessing a gamut of technologies becomes indispensable to deliver a superior customer experience and driving profits. Marketers should thus adopt the concepts of openness, convergence, and creation of value through new emerging technologies. A resultant hyper connected market will thus have to adopt innovative changes in its existing processes and services. The proposed book offers its readers an insight into technological interventions in various aspects of marketing domain. From understanding various technologies as an enabler to marketing efforts and its impact on decision making and mapping of various facets of customer experience, this book is recommended for marketers and learners to understand the advantages of using technology. |
| Contents |
Intro -- Contents -- About the Editors -- Chapter 1: Using Social Media for Improving Customer Engagement -- Introduction -- Important Social Media Platforms -- Important Studies on Social Media and Customer Engagement -- Impact of Social Media on Customer Engagement -- Advantage of Social Media Strategies for Customer Engagement -- Disadvantages of Social Media Strategies for Customer Engagement -- Social Media Engagement vs. Mainstream Media Engagement -- Innovative Technologies and AI in Social Media -- Personalization -- Frequently Used Online Tools for Customer Engagement |
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Indian Companies Using Social Media Platforms for Better Customer Engagement -- Conclusion -- Chapter 2: Applying AI for Product Life Cycle Management -- Introduction -- Recent Trends in Product Life Cycle Management -- AI: What Is It? -- Product Life Cycle Management -- The Product Life Cycle Management Stages -- AI in PLCM -- AI in Product Design -- AI in the Production of Goods -- AI in Goods and Service Sales -- Building Smart Supply Chains -- Conclusion -- Chapter 3: Empowering Customer Experience with AI Tools and Technologies -- Introduction -- Customer Interaction and AI |
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Technologies Empowering Customer Experience -- Significant Applications of Artificial Intelligence (AI) for Marketing -- Artificial Intelligence Tools Used for Engaging Customers -- Real-World Examples -- AI and Personalization -- AI and Hassle-Free Service -- AI and Service Quality -- Challenges -- Managerial Implications -- Conclusion -- Chapter 4: Interactive Fashion Textiles: Marketing New Technologies to Target Tech-Savvy Millennials -- Introduction -- Detection of Defects -- Pattern Inspection -- Color-Related Issues -- Garment Construction Defects -- Computer-Aided Design (CAD) Systems |
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Production Scheduling and Flow Management -- Final Inspection -- Interactive Fashion Textiles -- New Earth-Friendly Textiles -- Rethinking "End-to-End" Design to Achieve Circularity -- Case Study Background -- Conclusion -- Chapter 5: AI-Based Decisive Model for Customer Segmentation in the Fashion Industry -- Introduction -- Fuzzy Logic -- History of Fuzzy Logic -- Fuzzy Set Theory -- The Essential Particulars of Fuzzy Logic -- Applications of Fuzzy Logic -- Design of the Model with Fuzzy Logic -- Fuzzy Logic Inference Mechanism |
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The Fuzzy Inference System: Essential Decision-Making Component in Fuzzy Logic -- Step 1: Fuzzification -- Linear Membership Functions -- Nonlinear membership functions -- Singleton Membership Functions -- Step 2: Designing Rule Base -- Mamdani Systems -- Sugeno Systems -- Tsukamoto Models -- Step 3: Rule Evaluation -- Utilization of Fuzzy Operators in the Antecedent -- Deriving Consequences from Antecedent -- Aggregation of the Consequences Across the Rules -- Step 4: Defuzzification -- Maximum Membership Principle -- Centroid Method -- Weighted Average Method |
| Subject |
Marketing -- Technological innovations.
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Artificial intelligence.
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Marketing -- Innovations. |
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Intelligence artificielle. |
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artificial intelligence. |
| Added Author |
Maurya, Mohit, author.
|
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Grima, Simon, author.
|
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Tyagi, Pallavi, author.
|
| Added Title |
Building artificial intelligence driven marketing capabilities |
| Other Form: |
Print version: 1484298098 9781484298091 (OCoLC)1393523811 |
| ISBN |
9781484298107 (electronic bk.) |
|
1484298101 (electronic bk.) |
| Standard No. |
10.1007/978-1-4842-9810-7 doi |
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