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Intelligent Marketing
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Intelligent Marketing
Employing New-Age Technologies.

  • V. Kumar - Distinguished Term Professor, and Senior Fellow, ISB, India


January 2021 | 324 pages | SAGE Response
Do you have specific tactics to survive this era of digital transformation? 

How can a firm extract powerful insights from responding to and implementing new-age technologies?

Some companies adapt. Others miss the boat. 

Knowledge of what technology to employ, how to employ it, when and why it should be employed is a must in this era.

Intelligent Marketing emphasizes organizing resources, developing capabilities and designing strategies for deploying new-age technologies to ensure a healthy financial outcome for all the key stakeholders, and a better quality of life for the society and community.
 
Foreword by Philip Kotler
 
Preface
 
Acknowledgements
 
Welcome to the New-Age Technology World
 
Introduction
 
A Brief Overview of the New-Age Technologies (NATs)
 
AI: Predicting the Future
 
Robots Are Here to Stay
 
Machine Learning: The Game Changer
 
Drones: Eye in the Sky
 
IoT: The Bedrock to Connect Physical-Virtual
 
Blockchain: Breaking New Grounds
 
Embracing the Digital Frontier
 
Making Meaningful Connections
 
Convergence of NATs and Marketing
 
Understanding Marketing Strategies, Capabilities and Resources of NAT
 
Organization of the Book
 
Marketing with AI
 
Overview
 
Origin, Definition and Components of AI
 
The Rise of the Intelligent Home
 
Personalized Learning
 
Life on Autopilot
 
Current AI Applications in Marketing
 
Understanding Customer Needs to Deploy AI
 
Revisiting Firm Capabilities to Integrate AI
 
Designing Marketing Mix Strategies with AI
 
Driving CE through AI
 
Designing Digital Strategies with AI
 
Future of AI in Marketing
 
Linking AI and Robotics
 
Reliance on Data
 
Seamless Integration of AI with Marketing: The New Marketing Culture
 
Marketing with Robotics
 
Overview
 
Origin, Definition and Classification of Robots
 
Industrial Applications
 
Domestic-oriented Technology
 
Business Applications
 
Current Robotics Applications in Marketing
 
Understanding Customer Needs to Deploy Robotics
 
Revisiting Firm Capabilities to Integrate Robotics
 
Designing Marketing Mix Strategies with Robotics
 
Product
 
Price
 
Place
 
Promotion
 
Driving CE through Robotics
 
Designing Digital Strategies with Robotics
 
Future of Robotics in Marketing
 
Robotics and the Interactive Service Industry
 
Interactive Marketing (Social Robots)
 
Creative Content Curation
 
Marketing with IoT
 
Overview
 
Origin, Definition and Classifications of IoT
 
IoT Implementation at the Individual Level
 
IoT Implementation at the Organization Level
 
IoT Implementation at the Industrial Level
 
IoT Implementation at the National Level
 
Wearables
 
Smart Homes
 
Industrial Automation
 
Current IoT Applications in Marketing
 
Understanding Customer Needs to Deploy IoT
 
Revisiting Firm Capabilities to Integrate IoT
 
Designing Marketing Mix Strategies with IoT
 
Product
 
Price
 
Place
 
Promotion
 
Driving CE through IoT
 
Designing Digital Strategies with IoT
 
Future of IoT in Marketing
 
IoT and Transportation
 
Smart Cities
 
Real-Time Buying Process and Purchasing
 
Marketing with ML
 
Overview
 
Origin, Definition and Components of ML
 
Data for ML
 
Data Mining: Driving to Strategic Business Decisions
 
Data Augmentation for Better Business Insights
 
Types of ML Models
 
Analytics-oriented Technology
 
Link to AI
 
ML Models
 
Supervised Learning
 
Unsupervised Learning
 
Reinforcement Learning
 
Current ML Applications in Marketing
 
Understanding Customer Needs to Deploy ML
 
Revisiting Firm Capabilities to Integrate ML
 
Designing Marketing Mix Strategies with ML
 
Driving CE through ML
 
Designing Digital Strategies with ML
 
Future of ML in Marketing
 
ML and Customer Churn Analytics
 
Demand Forecasting and Management
 
Strategy Development for Customers and Products
 
Marketing using Drones
 
Overview
 
Origin, Definition and Classification of Drones
 
Wing Systems
 
Autonomy
 
Size
 
Energy Source
 
Payload
 
Sensors
 
Military-oriented Technology
 
Consumer Applications
 
Business Applications
 
Disaster Response
 
Current Drone Applications in Marketing
 
Understanding Customer Needs to Deploy Drones
 
Revisiting Firm Capabilities to Integrate Drones
 
Designing Marketing Mix Strategies with Drones
 
Driving CE through Drones
 
Interactivity
 
Delivery
 
Designing Digital Strategies with Drones
 
Future of Drones in Marketing
 
Greater CE
 
Customer Contact Solutions
 
Marketing with Blockchain
 
Overview
 
Origin, Definition and Classifications of Blockchain
 
Decentralized
 
Secure and Immutable
 
Instantaneous
 
Transparent
 
Autonomous
 
Security-oriented Technology
 
Link to AI and ML
 
AI/ML Improving Blockchain’s Effectiveness
 
Blockchain Improving AI/ML’s Effectiveness
 
Real-World Uses
 
Digital Voting
 
Ridesharing
 
Food Safety
 
Current Blockchain Applications in Marketing
 
Understanding Customer Needs to Deploy Blockchain
 
Revisiting Firm Capabilities to Integrate Blockchain
 
Designing Marketing Mix Strategies with Blockchain
 
Product
 
Price
 
Place
 
Promotion
 
Driving CE through Blockchain
 
Designing Digital Strategies with Blockchain
 
Future of Blockchain in Marketing
 
Data and Transaction Security
 
Impact on Advertising Transparency
 
Online Marketing Campaign Management
 
Putting It All Together
 
Introduction
 
NATs for Better Marketing: A Strategic Framework
 
New-Age Technologies
 
Generation of Firm Capabilities
 
Data-related
 
Operations-related
 
Management-related
 
Strategic and Tactical Marketing Actions
 
Customer Experience
 
Stakeholder Engagement/Benefits
 
Customers
 
Employees
 
Channel Partners
 
Community
 
Government
 
Value and Well-being in a NAT World

This book is a fast-track way to learn about new technologies such as artificial intelligence, machine learning, the Internet of Things, drones and blockchain that are revolutionizing products, marketing and the relationship of customers to firms. The digital transformation task has gotten bigger and broader and you need to keep up. This must-read book by Dr Kumar helps you to better understand and implement the cutting-edge technologies for better marketing.

Dave Aaker
Vice-Chairman, Prophet Brand Strategy and Professor Emeritus of Marketing Strategy, The University of California, Berkeley, USA

An invaluable road map to the next generation of digital technologies. The new capabilities they enable will surely transform marketing practice and company strategy. Those that master them first will have a big advantage over their slower rivals. Use VK’s book to get ahead and stay ahead.

George Day
Geoffrey T. Boisi Professor Emeritus, The Wharton School, the University of Pennsylvania, USA

New-age technologies (NATs) are transforming the nature of today’s marketing. Many marketing managers have heard the words but don’t know what to do next. This book provides a concise but thorough primer on what NATs are and how top-performing companies are leveraging them successfully. It arms managers with the knowledge, the vocabulary and the exemplary examples to challenge their organization to either leverage NATs for competitive advantage or to fall behind more thoughtful competitors. A must-read.

Gary L. Lilien
Distinguished Research Professor of Management Science, Penn State, USA

Dr V Kumar has consistently done break-through research at the forefront of technology, typically in collaboration with industry partners. He leads, again, with this book that is the field’s first attempt to get arms around the whole of ‘new-age technology’. By systematically considering artificial intelligence, robotics, Internet of Things, machine learning, drones and blockchain he lays the groundwork on which others can build.

Leigh McAlister
Ed and Molly Smith Chair in Business Administration, The University of Texas at Austin, USA

Dr Kumar effectively delivers a broad-based knowledge of how to consider integration of new-age technologies in a way that marketers can translate to their own verticals and use cases. The concepts, framework, and strategies give clarity to the multitude of customer experience opportunities and applications for all sized businesses, and not just the behemoths like Amazon.

Luci Rainey
Chief Marketing Officer, PODs, Inc and former Senior Vice-President, Comcast, USA

A very thorough and research-based book on the applications of six new-age technologies (NATs) including AI, robots, IoT, blockchain, machine learning and drones which are transforming and will continue to transform the marketing function as we know today. A MUST buy for those who are interested in teaching a course on digital marketing as well as for marketing practitioners who are automating the marketing programs.

Jagdish N. Sheth
Charles H. Kellstadt Professor of Business, Emory University, USA

New technologies have been changing the nature of marketing. The most valuable companies on this planet from Amazon to Google to Microsoft are information platforms that bring customer centricity to the forefront of strategic thinking. Now COVID has accelerated this process to a crescendo. Marketers must pivot to Intelligent Marketing—or perish. 

Dr Rajendra Srivastava
Dean and Novartis Professor of Marketing Strategy and Innovation, Indian School of Business, India

V. Kumar

V. Kumar (VK) is the Distinguished Term Professor and Senior Fellow at the Indian School of Business, India. VK has also been honoured as a ‘Legend in Marketing’ through the Legends in Marketing series published by SAGE Publications. Additional honours include being recognized as the Chang Jiang Scholar, HUST, China; Lee Kong Chian Fellow, Singapore Management University; Fellow, Hagler Institute for Advanced Study, TAMU, College Station, Texas; Distinguished Fellow, MICA, India; and Distinguished Professor of Research, WeSchool, India. VK’s research focuses on rigor (developing new methods) and relevance (solving business problems). He... More About Author

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ISBN: 9789353887094
₹495.00