revolution and digital marketing have created a shrinking force on mass media advertising. They have formed the backbone of … personalisation, marketing automation, neuromarketing, viral marketing, voice recognition, and conversion optimisation, and thus …, Artificial Intelligence (AI) has risen as the phenomenon in marketing activities. Theoretical analysis of relevant researches on …

commerce on organisational structure, brand architecture, and IT structure. The results of a survey among 49 Chief Marketing … enhance the dependence of the marketing-related IT structure on changes in brand architecture …