Most firms devote significant resources to direct marketing in an effort to maintain close relationships with their customers. Nonetheless, we have a limited understanding of when to deliver what type of message to which customer. Direct marketing generally offers either monetary or relational...

Chapter 1: Transformative Marketing Has Begun -- Chapter 2: Transformative Marketing – A Marketing 5.0 Perspective -- Chapter 3: Transformative Marketing with Artificial Intelligence -- Chapter 4: Transformative Marketing with Generative Artificial Intelligence -- Chapter 5: Transformative...