The AI marketing canvas : a five-stage road map to implementing artificial intelligence in marketing /

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"This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success--regardless of where their marketing organization is in the process. The book is also a call to action for marketing leaders to confront and decide how they will...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Venkatesan, Rajkumar (Autor), Lecinski, Jim (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Stanford, California : Stanford Business Books, an imprint of Stanford University Press, [2021]
Temas:
Artificial intelligence > Marketing applications.
Intelligence artificielle > Applications en marketing.
BUSINESS & ECONOMICS / Marketing / General.
Artificial intelligence > Marketing applications
Acceso en línea:Texto completo
Tabla de Contenidos:
  • The challenge and the solution. The marketer's challenge today
  • The AI marketing canvas : a strategic path forward for marketers
  • Navigating this book
  • AI and marketing essentials. Networks and nodes
  • The customer relationship moments mental model
  • What are artificial intelligence and machine learning?
  • The AI marketing canvas : five stages of AI and machine learning in marketing. Elements of the AI marketing canvas
  • Stage 1 : foundation
  • Stage 2 : experimentation
  • Stage 3 : expansion
  • Stage 4 : transformation
  • Stage 5 : monetization
  • Putting it all together : Starbucks
  • Implementation. Managing change
  • Getting started
  • A call to action.

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