|
Showing 1 - 2 of
2 matches in All Departments
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.
It would be difficult to find a CEO today that would not rank
"innovation" as one of the top means by which a firm can sustain
growth and survive a harsh competitive environment. However, it is
unlikely that many CEOs would place "Marketing" as one of the top
functions in charge of formulating innovation strategy or ensuring
the success of an innovation initiative. Marketing and Innovation
Management discusses why marketing has been perceived as being less
relevant for innovation strategy and explains how this can be
remedied. Recent work by marketing scholars holds the promise of an
increased marketing impact on innovation decision-making. Marketing
and Innovation Management reviews the role marketing plays at the
early phases of innovation management when decisions are being made
on new products and services. Marketing's role in innovation
management can be reinforced by shifting marketing input to
innovation and by moving the focus away from quantifying consumer
input through surveys and toward uncovering qualitative insights by
engaging and observing consumers. This monograph addresses the
topic of understanding customer adoption and the diffusion of
innovations. The authors review recent developments and demonstrate
how marketing concepts and frameworks fit with and enrich those
proposed in other disciplines. Finally, Marketing and Innovation
Management examines the launch of innovation into the marketplace
and how recent trends are changing how marketers approach this
critical task. Marketing and Innovation Management provides an
understanding of what marketing can bring to the table when it
comes to setting innovation strategy and proposes a way to approach
research in this domain so that it has the intended effect of
helping firms integrate the customer perspective.
|
|
Email address subscribed successfully.
A activation email has been sent to you.
Please click the link in that email to activate your subscription.