000			05564nam a2200829 4500
001			9781503628045
003			DE-B1597
005			20260416115151.0
006			m|||||o||d||||||||
007			cr || ||||||||
008			260303s2021 cau fo d z eng d
020			_a9781503628045
024	7		_a10.1515/9781503628045 _2doi
035			_a(DE-B1597)BR1259116
035			_z(OCoLC)1241730045
040			_aDE-B1597 _beng _cDE-B1597 _erda
041	0		_aeng
044			_acau _cUS-CA
072		7	_aPOL _x024000 _2bisacsh
072		7	_aBUS _x043000 _2bisacsh
072		7	_aBUS _x041000 _2bisacsh
100	1		_aVenkatesan, Raj, _eauthor. _4aut _4http://id.loc.gov/vocabulary/relators/aut
245	0	0	_aThe AI Marketing Canvas : _bA Five-Stage Road Map to Implementing Artificial Intelligence in Marketing / _cRaj Venkatesan, Jim Lecinski.
264		1	_aStanford, CA _bStanford University Press, _c[2021]
264		4	_c©2021
300			_a1 online resource (272 p.)
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
505	0	0	_tFrontmatter -- _tContents -- _tNotice to Readers -- _tFigures -- _tPART 1. The Challenge and the Solution -- _tPART 2. AI and Marketing Essentials -- _tPART 3. The AI Marketing Canvas -- _tPART 4. Implementation -- _tAcknowledgments -- _tNotes -- _tIndex -- _tAbout the Authors
506	0		_arestricted access _uhttp://purl.org/coar/access_right/c_16ec _fonline access with authorization _2star
520			_aThis 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.
538			_aMode of access: Internet via World Wide Web.
545			_aRaj 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			_aIn English.
588	0		_aDescription based on online resource; title from PDF title page (publisher's Web site, viewed March 03 2026)
650		7	_aPOLITICAL SCIENCE / Public Policy / Economic Policy. _2bisacsh
650		7	_aBUSINESS & ECONOMICS / Marketing / General. _2bisacsh
650		7	_aBUSINESS & ECONOMICS / Management. _2bisacsh
653		0	_amarketing
653		0	_amarketing strategy
653		0	_adigital marketing
653		0	_aonline marketing
653		0	_aartificial intelligence
653		0	_amachine learning
653		0	_aAI
653		0	_aAI strategy
653		0	_aAI for marketing
653		0	_aone-to-one marketing
653		0	_amarketing
653		0	_amarketing strategy
653		0	_adigital marketing
653		0	_aonline marketing
653		0	_aartificial intelligence
653		0	_amachine learning
653		0	_aAI
653		0	_aAI strategy
653		0	_aAI for marketing
653		0	_aone-to-one marketing
700	1		_aLecinski, Jim, _eauthor. _4aut _4http://id.loc.gov/vocabulary/relators/aut
773	0	8	_iTitle is part of eBook package: _dDe Gruyter _tStanford University Press Complete eBook-Package 2021 _z9783110739145 _oZDB-23-26
773	0	8	_iTitle is part of eBook package: _dDe Gruyter _teBook Package Economics 2021 / Book-Paket Wirtschaftswissenschaften 2021 _z9783110753820 _oZDB-23-DBV
773	0	8	_iTitle is part of eBook package: _dDe Gruyter _teBook Package Business and Economics 2021 English / eBook-Paket Wirtschaftswissenschaften 2021 Englisch _z9783110754049 _o978-3-11-075404-9 EBOOK PACKAGE Business and Economics 2021 English
856	4	0	_uhttps://www.degruyterbrill.com/isbn/9781503628045
856	4	2	_3Cover _uhttps://www.degruyterbrill.com/document/cover/isbn/9781503628045/original
912			_aZDB-23-26 _b2021
912			_aZDB-23-DBV _b2021
912			_a978-3-11-075404-9 EBOOK PACKAGE Business and Economics 2021 English _b2021
912			_aGBV-deGruyter-alles
942			_cE-BOOK
999			_c49543 _d49543