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Edward Elgar Publishing Digital Marketing and Artificial Intelligence (New Horizons in Marketing series)

Name: Digital Marketing and Artificial Intelligence (New Horizons in Marketing series)
Brand: Edward Elgar Publishing
Price: 90.0 GBP
Availability: InStock

E-business

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Description

In response to the unprecedented emergence of the fourth wave of digital marketing, this timely book explores how the ascension of artificial intelligence and the disappearance of cookies are the biggest drivers and enablers of change in this fast-moving industry. Combining the expertise of practitioners from digital agencies with leading researchers and academics, chapters explore how the changes brought about by AI should be considered in strategy, and the best way to build a sustainable competitive advantage. Introducing the MVG (Market-Value-Growth)-MRACE® model, Niko Lahtinen, Kimmo Pulkka, Pasi Viinamäki, Joel Mero and Heikki Karjaluoto provide a step-by-step guide on how to plan and implement digital marketing. They equip readers with the tools to ensure they employ marketing in a way that goes beyond short-sighted campaigning to focus on building long-term demand and customer flow. Digital Marketing and Artificial Intelligence is a crucial resource for students and academics of digital marketing, as well as disruptive technologies and AI. The discussion and insights covered will be of use for all marketing and sales professionals who want to understand the opportunities and challenges of AI and build a sustainable marketing future.

Product Specifications

Brand: Edward Elgar Publishing
Format: hardcover
ASIN: 1035361337
Category: Books > Subjects > Business, Finance & Law > E-Commerce > E-business
Domain: Amazon UK
Release Date: 21 November 2025
Listed Since: 02 June 2025

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It has never been this cheap. We have no record of a lower price.

Edward Elgar Publishing Digital Marketing and Artificial Intelligence (New Horizons in Marketing series)

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