Palgrave Artificial Intelligence and Data Analytics in Marketing Strategy: Perspectives from Emerging Economies

This edited collection examines how artificial intelligence and data analytics are understood, adopted, and applied in emerging markets, where technological transformation is rapid, but often shaped by infrastructure limitations, resource constraints, regulatory change, cultural diversity, and evolving consumer behaviour. Drawing on perspectives and examples from several emerging and developing economy contexts, including Oman, Zimbabwe, South Africa, Nigeria, Ghana, Namibia, Kenya, India, Brazil, Morocco, Vietnam, and broader African and Southern African market settings, the book provides readers with a richer understanding of how AI and data analytics are reshaping marketing strategy beyond dominant Western and developed-market assumptions. Overall, the book positions emerging economies as important sites of marketing innovation, digital experimentation, and strategic transformation. In doing so, the authors offer a distinctive contribution to global marketing scholarship by demonstrating how AI and data analytics can be applied in ways that are locally relevant, ethically responsible, commercially useful, and aligned with sustainable development priorities. For readers, the book offers a context-sensitive and practice-oriented understanding of AI and data analytics in marketing strategy, making this a valuable read for students, researchers and policy makers.