Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing
Тип публикации: Journal Article
Дата публикации: 2019-07-04
scimago Q1
wos Q1
white level БС1
SJR: 2.416
CiteScore: 14.4
Impact factor: 7.3
ISSN: 00081256, 21628564
Strategy and Management
Краткое описание
This article explores the role of artificial intelligence (AI) in aiding personalized engagement marketing—an approach to create, communicate, and deliver personalized offerings to customers. It proposes that consumers are ready for a new journey in which AI is a tool for endless options and information that are narrowed and curated in a personalized way. It also provides predictions for managers regarding the AI-driven environment on branding and customer management practices in both developed and developing countries.
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MLA
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ГОСТ
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Kumar V. et al. Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing // California Management Review. 2019. Vol. 61. No. 4. pp. 135-155.
ГОСТ со всеми авторами (до 50)
Скопировать
Kumar V., Rajan B., Venkatesan R., Lecinski J. Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing // California Management Review. 2019. Vol. 61. No. 4. pp. 135-155.
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RIS
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TY - JOUR
DO - 10.1177/0008125619859317
UR - https://doi.org/10.1177/0008125619859317
TI - Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing
T2 - California Management Review
AU - Kumar, Vikas
AU - Rajan, Bharath
AU - Venkatesan, Rajkumar
AU - Lecinski, Jim
PY - 2019
DA - 2019/07/04
PB - University of California Press
SP - 135-155
IS - 4
VL - 61
SN - 0008-1256
SN - 2162-8564
ER -
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BibTex (до 50 авторов)
Скопировать
@article{2019_Kumar,
author = {Vikas Kumar and Bharath Rajan and Rajkumar Venkatesan and Jim Lecinski},
title = {Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing},
journal = {California Management Review},
year = {2019},
volume = {61},
publisher = {University of California Press},
month = {jul},
url = {https://doi.org/10.1177/0008125619859317},
number = {4},
pages = {135--155},
doi = {10.1177/0008125619859317}
}
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MLA
Скопировать
Kumar, Vikas, et al. “Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing.” California Management Review, vol. 61, no. 4, Jul. 2019, pp. 135-155. https://doi.org/10.1177/0008125619859317.
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