MARC details
| 000 -LEADER |
|---|
| fixed length control field |
05564nam a2200829 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
DE-B1597 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20260416115151.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
260303s2021 cau fo d z eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781503628045 |
| 041 0# - LANGUAGE CODE |
|---|
| Language |
|
| 044 ## - COUNTRY OF PUBLISHING/PRODUCING ENTITY CODE |
|---|
| MARC country code |
cau |
| ISO country code |
US-CA |
| 072 #7 - SUBJECT CATEGORY CODE |
|---|
| Subject category code |
POL |
| Subject category code subdivision |
024000 |
| Source |
bisacsh |
| 072 #7 - SUBJECT CATEGORY CODE |
|---|
| Subject category code |
BUS |
| Subject category code subdivision |
043000 |
| Source |
bisacsh |
| 072 #7 - SUBJECT CATEGORY CODE |
|---|
| Subject category code |
BUS |
| Subject category code subdivision |
041000 |
| Source |
bisacsh |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Venkatesan, Raj, |
| 245 00 - TITLE STATEMENT |
|---|
| Title |
The AI Marketing Canvas : |
| Remainder of title |
A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing / |
| Statement of responsibility, etc |
Raj Venkatesan, Jim Lecinski. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
1 online resource (272 p.) |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
Frontmatter -- |
| -- |
Contents -- |
| -- |
Notice to Readers -- |
| -- |
Figures -- |
| -- |
PART 1. The Challenge and the Solution -- |
| -- |
PART 2. AI and Marketing Essentials -- |
| -- |
PART 3. The AI Marketing Canvas -- |
| -- |
PART 4. Implementation -- |
| -- |
Acknowledgments -- |
| -- |
Notes -- |
| -- |
Index -- |
| -- |
About the Authors |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
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 authors pose the following critical questions to marketers: (1) How should modern marketers be thinking about artificial intelligence and machine learning? and (2) How should marketers be developing a strategy and plan to implement AI into their marketing toolkit? The opening chapters provide marketing leaders with an overview of what exactly AI is and how is it different than traditional computer science approaches. Venkatesan and Lecinski, then, propose a best-practice, five-stage framework for implementing what they term the "AI Marketing Canvas." Their approach is based on research and interviews they conducted with leading marketers, and offers many tangible examples of what brands are doing at each stage of the AI Marketing Canvas. By way of guidance, Venkatesan and Lecinski provide examples of brands-including Google, Lyft, Ancestry.com, and Coca-Cola-that have successfully woven AI into their marketing strategies. The book concludes with a discussion of important implications for marketing leaders-for your team and culture. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
POLITICAL SCIENCE / Public Policy / Economic Policy. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS / Marketing / General. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS / Management. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Lecinski, Jim, |
| 856 40 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
<a href="https://www.degruyterbrill.com/isbn/9781503628045">https://www.degruyterbrill.com/isbn/9781503628045</a> |
| 856 42 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
<a href="https://www.degruyterbrill.com/document/cover/isbn/9781503628045/original">https://www.degruyterbrill.com/document/cover/isbn/9781503628045/original</a> |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Electronic Books |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Relator term |
author. |
| Relator code |
aut |
| -- |
http://id.loc.gov/vocabulary/relators/aut |
| 264 #1 - |
|---|
| -- |
Stanford, CA |
| -- |
Stanford University Press, |
| -- |
[2021] |
| 264 #4 - |
|---|
| -- |
©2021 |
| 336 ## - |
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| -- |
text |
| -- |
txt |
| -- |
rdacontent |
| 337 ## - |
|---|
| -- |
computer |
| -- |
c |
| -- |
rdamedia |
| 338 ## - |
|---|
| -- |
online resource |
| -- |
cr |
| -- |
rdacarrier |
| 347 ## - |
|---|
| -- |
text file |
| -- |
PDF |
| -- |
rda |
| 506 0# - RESTRICTIONS ON ACCESS NOTE |
|---|
| Terms governing access |
restricted access |
| Uniform Resource Identifier |
<a href="http://purl.org/coar/access_right/c_16ec">http://purl.org/coar/access_right/c_16ec</a> |
| Standardized terminology for access restriction |
online access with authorization |
| Source of term |
star |
| 538 ## - SYSTEM DETAILS NOTE |
|---|
| System details note |
Mode of access: Internet via World Wide Web. |
| 545 ## - BIOGRAPHICAL OR HISTORICAL DATA |
|---|
| Biographical or historical note |
Raj Venkatesan is the Ronald Trzcinski Professor of Business Administration in the Darden Graduate School of Business Administration at the University of Virginia. His writing has appeared in the Journal of Marketing and Harvard Business Review, among others, and he is the coauthor of Marketing Analytics (2021). Jim Lecinski is a Clinical Associate Professor of Marketing at Northwestern University's Kellogg School of Management. His thirty years of experience as a marketing adviser for prominent global brands includes a twelve-year stint at Google, where he was vice president of customer solutions. He is the author of Winning the Zero Moment of Truth (2011). |
| 546 ## - LANGUAGE NOTE |
|---|
| Language note |
In English. |
| 588 0# - |
|---|
| -- |
Description based on online resource; title from PDF title page (publisher's Web site, viewed March 03 2026) |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Source of heading or term |
bisacsh |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Source of heading or term |
bisacsh |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Source of heading or term |
bisacsh |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
marketing |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
marketing strategy |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
digital marketing |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
online marketing |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
artificial intelligence |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
machine learning |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
AI |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
AI strategy |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
AI for marketing |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
one-to-one marketing |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
marketing |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
marketing strategy |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
digital marketing |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
online marketing |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
artificial intelligence |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
machine learning |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
AI |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
AI strategy |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
AI for marketing |
| 653 #0 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
one-to-one marketing |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Relator term |
author. |
| Relator code |
aut |
| -- |
http://id.loc.gov/vocabulary/relators/aut |
| 773 08 - HOST ITEM ENTRY |
|---|
| Display text |
Title is part of eBook package: |
| Place, publisher, and date of publication |
De Gruyter |
| Title |
Stanford University Press Complete eBook-Package 2021 |
| International Standard Book Number |
9783110739145 |
| Other item identifier |
ZDB-23-26 |
| 773 08 - HOST ITEM ENTRY |
|---|
| Display text |
Title is part of eBook package: |
| Place, publisher, and date of publication |
De Gruyter |
| Title |
eBook Package Economics 2021 / Book-Paket Wirtschaftswissenschaften 2021 |
| International Standard Book Number |
9783110753820 |
| Other item identifier |
ZDB-23-DBV |
| 773 08 - HOST ITEM ENTRY |
|---|
| Display text |
Title is part of eBook package: |
| Place, publisher, and date of publication |
De Gruyter |
| Title |
eBook Package Business and Economics 2021 English / eBook-Paket Wirtschaftswissenschaften 2021 Englisch |
| International Standard Book Number |
9783110754049 |
| Other item identifier |
978-3-11-075404-9 EBOOK PACKAGE Business and Economics 2021 English |
| 856 42 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Materials specified |
Cover |
| 912 ## - |
|---|
| -- |
ZDB-23-26 |
| -- |
2021 |
| 912 ## - |
|---|
| -- |
ZDB-23-DBV |
| -- |
2021 |
| 912 ## - |
|---|
| -- |
978-3-11-075404-9 EBOOK PACKAGE Business and Economics 2021 English |
| -- |
2021 |
| 912 ## - |
|---|
| -- |
GBV-deGruyter-alles |
