LEADER 03358nam 2200601 450 001 9910554206203321 005 20230614203139.0 010 $a1-5036-2804-3 024 7 $a10.1515/9781503628045 035 $a(CKB)4100000011794966 035 $a(DE-B1597)582817 035 $a(DE-B1597)9781503628045 035 $a(MiAaPQ)EBC6513545 035 $a(Au-PeEL)EBL6513545 035 $a(OCoLC)1241730045 035 $a(PPN)258600543 035 $a(EXLCZ)994100000011794966 100 $a20211007d2021 uy 0 101 0 $aeng 135 $aur||#|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 14$aThe AI marketing canvas $ea five-stage road map to implementing artificial intelligence in marketing /$fRajkumar Venkatesan & Jim Lecinski 210 1$aStanford, California :$cStanford Business Books,$d[2021] 210 4$dİ2021 215 $a1 online resource (272 p.) 311 $a1-5036-1316-X 320 $aIncludes bibliographical references (pages [211]-234) and index. 327 $tFrontmatter --$tContents --$tNotice to Readers --$tFigures --$tPART 1. The Challenge and the Solution --$tPART 2. AI and Marketing Essentials --$tPART 3. The AI Marketing Canvas --$tPART 4. Implementation --$tAcknowledgments --$tNotes --$tIndex --$tAbout the Authors 330 $aThis book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success?regardless of where their marketing organization is in the process. The authors pose the following critical questions to marketers: (1) How should modern marketers be thinking about artificial intelligence and machine learning? and (2) How should marketers be developing a strategy and plan to implement AI into their marketing toolkit? The opening chapters provide marketing leaders with an overview of what exactly AI is and how is it different than traditional computer science approaches. Venkatesan and Lecinski, then, propose a best-practice, five-stage framework for implementing what they term the "AI Marketing Canvas." Their approach is based on research and interviews they conducted with leading marketers, and offers many tangible examples of what brands are doing at each stage of the AI Marketing Canvas. By way of guidance, Venkatesan and Lecinski provide examples of brands?including Google, Lyft, Ancestry.com, and Coca-Cola?that have successfully woven AI into their marketing strategies. The book concludes with a discussion of important implications for marketing leaders?for your team and culture. 606 $aArtificial intelligence$xMarketing applications 610 $aAI for marketing. 610 $aAI strategy. 610 $aAI. 610 $aartificial intelligence. 610 $adigital marketing. 610 $amachine learning. 610 $amarketing strategy. 610 $amarketing. 610 $aone-to-one marketing. 610 $aonline marketing. 615 0$aArtificial intelligence$xMarketing applications. 676 $a658.800285/63 700 $aVenkatesan$b Rajkumar$01218495 702 $aLecinski$b Jim 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910554206203321 996 $aThe AI marketing canvas$92817859 997 $aUNINA