TY  - BOOK
AU  - Venkatesan,Raj
AU  - Lecinski,Jim
TI  - The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing 
SN  - 9781503628045
PY  - 2021///]
CY  - Stanford, CA
PB  - Stanford University Press, 
KW  - POLITICAL SCIENCE / Public Policy / Economic Policy
KW  - bisacsh
KW  - BUSINESS & ECONOMICS / Marketing / General
KW  - BUSINESS & ECONOMICS / Management
KW  - marketing
KW  - marketing strategy
KW  - digital marketing
KW  - online marketing
KW  - artificial intelligence
KW  - machine learning
KW  - AI
KW  - AI strategy
KW  - AI for marketing
KW  - one-to-one marketing
N1  - 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; restricted access
N2  - 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
UR  - https://www.degruyterbrill.com/isbn/9781503628045
UR  - https://www.degruyterbrill.com/document/cover/isbn/9781503628045/original
ER  -