Artificial intelligence in marketing and marketing research

Merlin Stone*, Luiz Moutinho, Yuksel Ekinci, Ashraf Labib, Geraint Evans, Eleni Aravopoulou, Paul Laughlin, Matt Hobbs, Jon Machtynger, Liz Machtynger

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review

Abstract

This chapter focuses on the evolution of marketing practice and on the application of artificial intelligence (AI) to strategic marketing decision-making, in managing the marketing mix, and in marketing research. It concludes that the use of artificial intelligence offers opportunities to marketing researchers, but that it may also disrupt the business models of marketing research companies and change how they conduct marketing research.

Original languageEnglish
Title of host publicationThe Routledge Companion to Marketing Research
EditorsLen Tiu Wright, Luiz Moutinho, Merlin Stone, Richard P. Bagozzi
PublisherRoutledge
Pages147-163
Number of pages17
Edition1st
ISBN (Electronic)9781134826797, 9781315544892
ISBN (Print)9781138682788, 9780367694319
DOIs
Publication statusPublished - 28 Jun 2021

Publication series

NameRoutledge Companions in Marketing, Advertising and Communication
PublisherRoutledge

Fingerprint

Dive into the research topics of 'Artificial intelligence in marketing and marketing research'. Together they form a unique fingerprint.

Cite this