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The AI Marketing Canvas
Af: Jim Lecinski, Raj Venkatesan Engelsk Hardback
SPAR
kr 39
The AI Marketing Canvas
Af: Jim Lecinski, Raj Venkatesan Engelsk Hardback

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.

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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.

Produktdetaljer
Sprog: Engelsk
Sider: 272
ISBN-13: 9781503613164
Indbinding: Hardback
Udgave:
ISBN-10: 150361316X
Udg. Dato: 18 maj 2021
Længde: 28mm
Bredde: 161mm
Højde: 238mm
Oplagsdato: 18 maj 2021
Forfatter(e): Jim Lecinski, Raj Venkatesan
Forfatter(e) Jim Lecinski, Raj Venkatesan


Kategori Forretningsstrategier


Sprog Engelsk


Indbinding Hardback


Sider 272


Udgave


Længde 28mm


Bredde 161mm


Højde 238mm

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