Overview

In an era characterized by data abundance and technological advancements, marketing is undergoing a profound transformation. The integration of AI into marketing strategies and the development of the AI marketing matrix have become crucial tools for understanding and decoding consumer behavior. Insights from marketing, technology, psychology and ethics offer a holistic perspective on the integration of AI in marketing, enabling the implementation of AI-driven strategies for enhanced consumer engagement and data-informed decision-making. Decoding Consumer Behavior Using the Insight Equation and AI Marketing explores the historical context, technology, applications and ethical considerations of AI in marketing. It covers the historical evolution of marketing and consumer behavior, dives into the mechanics of AI and data analytics, explores the psychology behind consumer choices and investigates the practical implementation of AI technologies in marketing strategies. Covering topics such as brand storytelling, music recommendation systems, and green energy, this book is an excellent resource for marketing professionals, digital marketers, data analysts, data scientists, business owners, ethics and privacy professionals, technology enthusiasts, scholars, academicians, and more.

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Arjun J Nair , is working as a Professor with St. Lawrance College, Ontario, Canada. He has completed a Master of Science degree in Hospitality and Tourism Management from Madurai Kamaraj University, an MBA in Human Resources and Finance Management from the National Institute of Business Management in India, a Bachelor’s Degree in Hotel Management from Calicut University in India and a Diploma in Hospitality Management from the American Hotel and Lodging Association in the United States. He holds professional memberships in several organizations, including the International Management Research and Technology Consortium in New York, the International Association of Innovation Professionals, the American Management Association, the National Human Resources Association and the Institute of Research Engineers and Doctors (Senior Member of the Universal Association of Arts and Management Professionals). With over 15 years of practical work experience in a variety of industries, such as education, exporting, hotel food and beverage, restaurant management and management training, he offers expertise in curriculum development, project management, lecturing, tutoring, general management, business administration, business development, staff management and public relations. He is a strategic thinker who has made significant contributions to training and facilitation, business development and the operations and management aspects of various organizations. Sridhar Manohar currently works at the Doctoral Research Center of Chitkara Business School, Chitkara University, Rajpura, Punjab. They completed their doctorate in the area of services marketing from VIT Business School, VIT University and hold a bachelor's degree in technology and dual master's degrees in business administration and organizational psychology. The author is also certified with FDP at IIM-A and possesses expertise in service marketing, innovation and entrepreneurship, scale development process, and multivariate analytics. Their interests lie in teaching business analytics, innovation and entrepreneurship, research methodology, and marketing management. The author has published around 20 research papers that include Scopus-listed and ABDC-ranked international journals such as Society and Business Review, Benchmarking: An International Journal, Electronics Market, Corporate Reputation Review, International Journal of Services and Operations Management, and International Journal of Business Excellence. They have also presented papers and ideas in numerous international conferences. Amit Mittal is currently the Pro Vice Chancellor (Research Programs) at Chitkara University, India. He has over two decades of domestic and international experience in academic leadership, teaching, research, consulting, training and mentorship. His current mandate is to manage the PhD programs offered at Chitkara University. Sixteen scholars have been awarded PhD degrees under his guidance and he has published over 60 Scopus / SSCI indexed papers with a number of these included in the ABDC/ABS journal list. He was the recipient of the Chitkara University Excellence award 2021 (February) for highest cited author and publications with highest H-index (Business School category). His areas of research and consulting expertise are International Marketing and Emerging Market Studies, Consumer Behavior, Brand Management, Shopping Behavior, and Business Research Methods. He is an active resource person for FDPs, MDPs & Corporate Trainings. He is a member of the thesis review board of a number of universities. He presently reviews for reputable journals such as Technological Forecasting and Social Change (Elsevier), Public Health (Elsevier) Benchmarking (Emerald), Technology Analysis and Strategic Management (Taylor and Francis), International Journal of Consumer Studies (Wiley), Journal of Public Affairs (Wiley), Routledge Studies in Global Student Mobility, International Journal of Emerging Markets (Emerald), Sustainability (MDPI), Management Decision (Emerald), IIM KSMR (Sage), etc. Nitin Patwa , currently an Associate Professor and Director of Simulation, as well as Deputy Director of Undergraduate Programs in Dubai, possesses a rich academic background and a wealth of expertise. Holding a Doctor of Business Administration from S P Jain School of Global Management in Australia (2022), he has also earned a Post Graduation in Operation Research Management from the University of Mumbai, a Master of Financial Analysis & Control from J.N.V. University of Jodhpur, and a Master of Economics with a specialization in Econometrics and Mathematical Economics. Dr. Patwa's educational journey also includes various diplomas, including ones in Foreign Exchange and Risk Management, Computer Accounting and Auditing, and the Institute of Cost and Works Accountants of India (I.C.W.A). In addition to his formal education, Dr. Patwa has pursued online courses and certifications in Competitive Strategy, Advanced Competitive Strategy, Digital Transformation, Demand Analytics, and Leading Transformations from reputable institutions globally. His areas of expertise span a wide range, encompassing Business Statistics, Decision Science & Operation Research, Research Methodology, Business Analytics, Marketing Research, Applied Economics, Empirical Methods in Economics, Asset Management & Investment Banking, and Cost & Management Accounting. Dr. Patwa's teaching portfolio includes subjects such as Applied Statistics for Decision Making, Business Statistics, Corporate Governance & Ethics, Introduction to Quantitative Methods, Decision Science, Quantitative Analysis for Decision Making, and Mathematics & Digital Literacy. His academic experience extends across prestigious institutions, including ICFAI University, ICFAI Business School, The Chartered Institute of Management Accountant (CIMA, London), and various other management institutes in Mumbai. Beyond teaching, Dr. Patwa has made significant contributions to academic literature. He is the author of several noteworthy books, including “Managerial Accounting: Costing, Decision Making & Control” (2010), “Strategies in Management Accounting” (2006), “Accounting Information for Managers” (2002), and “Financial Accounting” (2000). Moreover, he has been involved in commissioned case study competitions by the Institute of Management Accountants in the USA and China in 2009 and 2010, respectively. Dr. Patwa also serves on the editorial boards of prominent journals, such as the European Accounting Review, Accounting Education, Irish Accounting Review, and IMA Educational Case Journal. Dr. Nitin Patwa's dedication to education, extensive academic contributions, and diverse expertise make him a notable figure in the academic community. His influence extends beyond the classroom, contributing to the evolution of the fields he engages with.

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