Artificial Intelligence in Marketing - by Kshitij Bhoumik

About the Book

Learn when, why and how to implement AI into marketing strategy and practice.

Book Synopsis

This essential textbook will equip students to understand core marketing principles through the lens of real-world AI applications.

Artificial Intelligence in Marketing by Kshitij Bhoumik is ideal for upper-level undergraduate and postgraduate students taking modules in AI in Marketing and Digital Marketing as part of their Marketing degrees. This textbook bridges the gap between technical possibility and marketing purpose, empowering future marketers to shape the technology, not just adopt it.

This textbook includes:
- Foundational marketing principles
- The role AI plays in enhancing marketing techniques and strategies from using Generative AI to create new campaigns to how AI can be used to spot trends in social media
- Real-world examples from global brands such as Bloom & Wild, Monzo, Heinz, Glossier and Duolingo to help students apply theory to practice
- Critical ethical questions and debates in each chapter, challenging students to consider issues such as bias, fairness and regulation
-Twelve chapters structured around 12-weeks of teaching with activities and pedagogical features to match classroom needs and engage student with real-world technologies and tools

About the Author

Kshitij Bhoumik is a lecturer in Marketing at the University of Leeds, UK. He has published in several leading journals such as the Journal of Advertising, Journal of Advertising Research and Psychology and Marketing. He teaches various marketing courses to undergraduate and postgraduate students, including Fundamentals of Marketing, Advertising and Media Planning and AI and Marketing.