揭开营销人员视角的神秘面纱：探索将人工智能融入营销战略的经验和观点

IF 3.9 4区管理学 Q2 BUSINESS

Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-08-12 DOI:10.1108/apjml-04-2024-0485

Samer Elhajjar

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引用次数: 0

摘要

目的本研究论文探讨了营销专业人士对人工智能对营销战略影响的看法。研究通过对新加坡 34 名营销人员的访谈，揭示了与实施人工智能相关的益处、挑战和潜在风险。原创性/价值这项研究为营销人员和公司提供了重要启示，指导决策并促进在营销战略中负责任地采用人工智能。

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Unveiling the marketer's lens: exploring experiences and perspectives on AI integration in marketing strategies

PurposeThis research paper examines the perspectives of marketing professionals on the impact of AI on marketing strategies.Design/methodology/approachThrough interviews with 34 marketers in Singapore, the study uncovers the benefits, challenges, and potential risks associated with AI implementation.FindingsThe findings reveal improved efficiency, enhanced customer insights, and personalized marketing experiences as benefits of AI. Challenges identified include skill gaps, ethical considerations, resource constraints, and resistance to change.Originality/valueThe research provides important implications for marketers and companies, guiding decision-making and promoting the responsible adoption of AI in marketing strategies.

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来源期刊

Asia Pacific Journal of Marketing and Logistics BUSINESS-

CiteScore

7.90

自引率

18.90%

发文量

期刊介绍： The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies