Please use this identifier to cite or link to this item: https://cris.library.msu.ac.zw//handle/11408/6293
Title: Introduction to AI in Marketing Research: The Evolution of Marketing in the Digital Age
Authors: Delight Rufarp Hungwe
Mercy Dube
Sinothando Tshuma
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Department of Information and Marketing Science at Midlands State University Faculty of Business Sciences, Gweru, Zimbabwe
Department of Marketing Management at Zimbabwe Open University, Harare, Zimbabwe
Keywords: AI in Marketing
Artificial Intelligence (AI)
Digital Age
Marketing
Issue Date: 2024
Publisher: IGI Global
Abstract: Due to digital realm, characterised by rapid technological advances and data abundance, marketing practices and the adoption of digital technologies have aided the transformation and expansion of marketing from a primary function related to basic things, to crafting data analytics, consumer centric marketing. AI technologies have taken marketing to new heights. Marketing has recently undergone a seismic shift in the digital age, and this has impacted the way in which businesses engage with their customers. Everything has drastically changed, from the days of print media (ads), broadcast media, social media, and now search engines.
URI: https://cris.library.msu.ac.zw//handle/11408/6293
Appears in Collections:Book Chapters

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