Claudia Bünte gibt einen Überblick über die Bedeutung und den aktuellen Einsatz von Künstlicher Intelligenz (KI) im Marketing und zeigt im Ausblick, wie sich KI im Marketing weiterentwickeln wird. Anhand einer aktuellen Studie unter 208 Marketing-Managerinnen und -Managern wird ein...

Einführung in die problemstellung -- Theoretischer Teil -- Empirischer Teil: Untersuchungen zur integrierten kommunikation -- Perspektiven für die umsetzung der integrierten kommunikation im marketing.

Glaubwürdigkeit im Rahmen der Marketingkommunikation und der Persuasionsforschung -- Instrumente und Formen der Marketingkommunikation -- Die Entwicklung der Persuasionswirkung im Zeitablauf -- Empirische Untersuchung -- Schlussbetrachtung.

This book takes a pragmatic and hype-free approach to explaining artificial intelligence and how it can be utilised by businesses today. At the core of the book is a framework, developed by the author, which describes in non-technical language the eight core capabilities of Artificial...

This book analyses various models of value creation in projects and businesses by applying different forms of Artificial Intelligence in their products and services. First presenting the main concepts and ideas behind AI, Wodecki assesses different models of technology-based value creation based...

This book deals with complex problems in the fields of logistics and supply chain management and discusses advanced methods, especially from the field of computational intelligence (CI), for solving them. The first two chapters provide general introductions to logistics and supply chain...

This book provides an overview of current issues and challenges in the fashion industry and an update on data-driven artificial intelligence (AI) techniques and their potential implementation in response to those challenges. Each chapter starts off with an example of a data-driven AI technique...

This book thoroughly prepares intermediate-level readers for research in social science, organization studies, economics, finance, marketing science, and business science as complex adaptive systems. It presents the advantages of social simulation studies and business intelligence to those who...

As technology advancement has increased, so to have computational applications for forecasting, modelling and trading financial markets and information, and practitioners are finding ever more complex solutions to financial challenges. Neural networking is a highly effective, trainable...

This book helps decision makers grasp the importance, and applicability to business, of the new technologies and extended connectivity of systems that underlie what is becoming known as the Fourth Industrial Revolution: technologies and systems such as artificial intelligence, machine learning,...