Marketing Management X.0 (P2)- The Future of Marketing. Dieser Artikel ist nicht verfügbar.Marketing Management X.0 (P2)- The Future of Marketing

In this Part(P2) Chapters 6–12: From Customer Value to Intelligent Marketing

Marketing Management X.0 (P2) take readers on a journey from traditional customer relationship management to the emerging world of AI-powered, data-driven and intelligent marketing. Customer Lifetime Value and Relationship Marketing, explores Customer Lifetime Value (CLV), customer acquisition and retention, customer profitability, loyalty, engagement, churn management, CRM and loyalty programmes, showing how organisations can move beyond individual transactions to build profitable, long-term customer relationships. AI and Marketing, examines how Artificial Intelligence is transforming virtually every dimension of marketing, including market research, consumer behaviour analysis, segmentation, targeting, positioning, product development, pricing, advertising, sales forecasting, CRM, customer service, branding, social media, influencer marketing, voice and visual search, programmatic advertising and omnichannel marketing. The chapter highlights the shift from intuition-driven marketing towards intelligent, predictive and increasingly automated decision-making. Generative AI and Intelligent Content Creation, focuses on the revolutionary impact of Generative AI on marketing communication. It explores AI-generated text, images, video and audio; personalised content; AI-assisted copywriting; campaign development; conversational marketing; prompt engineering; synthetic media and content personalisation. The chapter also considers the opportunities, limitations and strategic implications of using Generative AI to create engaging and scalable marketing experiences. Marketing Automation and AI-Powered Decision Making, explores how automation and intelligent systems are reshaping customer journeys and marketing operations. Topics include automated campaigns, lead nurturing, email and social media automation, AI-powered recommendations, predictive analytics, automated segmentation, dynamic pricing, chatbots, intelligent CRM and real-time campaign optimisation. The chapter demonstrates how AI can help marketers move from simply analysing what happened to anticipating what is likely to happen and determining what action should be taken.

The Book addresses one of the most important challenges of Marketing Management X.0: how to use AI responsibly. It examines consumer privacy, data protection, algorithmic bias, fairness, transparency, explainability, surveillance, manipulation, deepfakes, misinformation, consent and responsible personalisation. The chapter emphasises that technological capability must be balanced with consumer rights, ethical responsibility and trust. It further explores how organisations transform large volumes of customer and market data into actionable intelligence. It covers the characteristics and sources of Big Data, behavioural and customer data, data integration, analytics, predictive and prescriptive analytics, real-time marketing intelligence, dashboards, social listening, competitive intelligence and data-driven segmentation. The chapter demonstrates how modern marketers can use data not merely to understand the past but to identify emerging opportunities and make more informed strategic decisions.

Marketing Metrics and Key Performance Indicators, brings the discussion towards marketing accountability and performance measurement. It examines important marketing metrics such as Click-Through Rate (CTR), conversion rate, Return on Investment (ROI), Return on Advertising Spend (ROAS), Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV), Average Order Value (AOV), customer retention, churn and engagement.