Overview

Marketing is undergoing a radical transformation: companies face the challenge of strategically leveraging a flood of technologies, data, and automation opportunities. But how can MarTech and Artificial Intelligence be used effectively to secure competitive advantages? This book combines scientifically grounded insights with practical best practices and helps bring clarity to the often‑overwhelming MarTech landscape. Andreas Fuchs demonstrates how companies can make optimal use of their data foundation, create personalized customer experiences, and intelligently orchestrate marketing processes. The Marketing Technology Framework serves as the structured foundation—from data strategy and smart segmentation to seamless cross‑channel customer interaction. Numerous real‑world examples and concrete recommendations make this book an indispensable guide for anyone who wants to leverage MarTech as a true engine of growth. Contents Why MarTech is the future of marketing Know Phase: Building a solid data foundation Analyze Phase: Understanding and predicting customer behavior Orchestrate Phase: Creating a unified experience across all channels Engage & Measure Phase: Measuring and optimizing marketing activities Artificial Intelligence and automation in marketing

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9783658511654

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Author Information

Prof. Dr. Andreas Fuchs is a Professor of Marketing and Digital Business at the Technical University of Applied Sciences Würzburg-Schweinfurt and a leading expert in marketing technology, marketing automation, and artificial intelligence. He is a keynote speaker and author, and publishes one of the leading marketing newsletters on Substack, “Future of Marketing”, available at futureofmarketing.de Previously, he co founded a company in the field of marketing automation and held various managerial roles in marketing and sales at one of Germany’s largest technology enterprises. This rare combination of professor, entrepreneur, and author allows him to bridge science and practice and to provide clear orientation on how marketing is reinventing itself.  

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