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Keywords: IT management
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Journal Articles
Journal of Research in Interactive Marketing (2024) 18 (1): 54–90.
Published: 26 July 2023
...James W. Peltier; Andrew J. Dahl; John A. Schibrowsky Purpose Artificial intelligence (AI) is transforming consumers' experiences and how firms identify, create, nurture and manage interactive marketing relationships. However, most marketers do not have a clear understanding of what AI is and how...
Journal Articles
Journal of Research in Interactive Marketing (2014) 8 (1): 4–17.
Published: 04 March 2014
...Merlin David Stone; Neil David Woodcock Purpose – The purpose of this article is to explain how the management of the two areas business intelligence (BI) and customer insight (CI) needs to be brought together to support a company's interactive marketing. Design/methodology/approach...
