21
views
0
recommends
+1 Recommend
0 collections
    0
    shares
      • Record: found
      • Abstract: found
      • Article: found
      Is Open Access

      A strategic framework for artificial intelligence in marketing

      ,
      Journal of the Academy of Marketing Science
      Springer Science and Business Media LLC

      Read this article at

      Bookmark
          There is no author summary for this article yet. Authors can add summaries to their articles on ScienceOpen to make them more accessible to a non-specialist audience.

          Abstract

          The authors develop a three-stage framework for strategic marketing planning, incorporating multiple artificial intelligence (AI) benefits: mechanical AI for automating repetitive marketing functions and activities, thinking AI for processing data to arrive at decisions, and feeling AI for analyzing interactions and human emotions. This framework lays out the ways that AI can be used for marketing research, strategy (segmentation, targeting, and positioning, STP), and actions. At the marketing research stage, mechanical AI can be used for data collection, thinking AI for market analysis, and feeling AI for customer understanding. At the marketing strategy (STP) stage, mechanical AI can be used for segmentation (segment recognition), thinking AI for targeting (segment recommendation), and feeling AI for positioning (segment resonance). At the marketing action stage, mechanical AI can be used for standardization, thinking AI for personalization, and feeling AI for relationalization. We apply this framework to various areas of marketing, organized by marketing 4Ps/4Cs, to illustrate the strategic use of AI.

          Related collections

          Most cited references80

          • Record: found
          • Abstract: not found
          • Article: not found

          The future of employment: How susceptible are jobs to computerisation?

            Bookmark
            • Record: found
            • Abstract: not found
            • Article: not found

            Artificial Intelligence in Service

              Bookmark
              • Record: found
              • Abstract: not found
              • Article: not found

              Brave new world: service robots in the frontline

                Bookmark

                Author and article information

                Journal
                Journal of the Academy of Marketing Science
                J. of the Acad. Mark. Sci.
                Springer Science and Business Media LLC
                0092-0703
                1552-7824
                January 2021
                November 04 2020
                January 2021
                : 49
                : 1
                : 30-50
                Article
                10.1007/s11747-020-00749-9
                ce655ef8-a425-4394-90a8-69a8123a29a1
                © 2021

                https://creativecommons.org/licenses/by/4.0

                https://creativecommons.org/licenses/by/4.0

                History

                Comments

                Comment on this article

                scite_
                0
                0
                0
                0
                Smart Citations
                0
                0
                0
                0
                Citing PublicationsSupportingMentioningContrasting
                View Citations

                See how this article has been cited at scite.ai

                scite shows how a scientific paper has been cited by providing the context of the citation, a classification describing whether it supports, mentions, or contrasts the cited claim, and a label indicating in which section the citation was made.

                Similar content94

                Cited by116

                Most referenced authors547