Journal
CALIFORNIA MANAGEMENT REVIEW
Volume 61, Issue 4, Pages 135-155Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0008125619859317
Keywords
artificial intelligence; CRM technology; customer relationship management; customization; marketing; personalization
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This article explores the role of artificial intelligence (AI) in aiding personalized engagement marketing-an approach to create, communicate, and deliver personalized offerings to customers. It proposes that consumers are ready for a new journey in which AI is a tool for endless options and information that are narrowed and curated in a personalized way. It also provides predictions for managers regarding the AI-driven environment on branding and customer management practices in both developed and developing countries.
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