Overview

The exponential growth of data has inspired companies to gather and process information using a systematic approach. Marketers now require a sound working knowledge of new technologies that can allow them to analyse large volumes of data and make decisions for competitive advantage. This book provides a comprehensive overview of the theory and practice of artificial intelligence (AI) and machine learning (ML) within a marketing context. Across two overarching sections, the reader is taken step-by-step through The evolution of AI and ML, and the background to their use in marketing The objectives and goals The approaches and tools that can be utilised The philosophical and ethical questions raised With a unique combination of theory and practice, including numerous practical examples, this book is particularly suitable for advanced undergraduate and postgraduate students and academics with an interest in marketing research, strategic marketing management, Big Data and technology, and innovation. It will also be of interest to any marketing practitioners looking for a thorough grounding in the theory and applications.

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9781138606197

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James Seligman is a retired Principal Fellow of the Marketing Subject Group at the Business School at Southampton University, UK, with over 30 years of multinational brand experience. A fellow of the Chartered Institute Marketing, his research interests lie in management and marketing with a focus on insight, analytics, communications, brand and behaviour, and technology.

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