Intelligent Marketing

V. Kumar (VK) is the Distinguished Term Professor and Senior Fellow at the Indian School of Business, India. VK has also been honoured as a ‘Legend in Marketing’ through the Legends in Marketing series published by SAGE Publications. Additional honours include being recognized as the Chang Jiang Scholar, HUST, China; Lee Kong Chian Fellow, Singapore Management University; Fellow, Hagler Institute for Advanced Study, TAMU, College Station, Texas; Distinguished Fellow, MICA, India; and Distinguished Professor of Research, WeSchool, India. VK’s research focuses on rigor (developing new methods) and relevance (solving business problems). He has published over 250 papers in scholarly journals and 25 books on various topics including Global Marketing Research, International Marketing Research, Customer Relationship Management, Statistical Methods in Customer Relationship Management, Managing Customers for Profit, Profitable Customer Engagement, Essentials of Marketing Research and Marketing Research: A Global Outlook. Many of his books have been translated into multiple languages worldwide. VK has received over 20 Lifetime Achievement Awards and 25 Research and Teaching Excellence Awards. VK also publishes regularly in Harvard Business Review, Sloan Management Review, California Management Review and Management Business Review to bring out the relevance of his work to the business world. VK has served as the Editor-in-Chief of the Journal of Marketing (2014–2018). Finally, VK enjoys playing tennis and basketball to relieve his stress.E-mail: vk@isb.eduWebsites: www.drvkumar.com and www.vkclv.com

This book is a fast-track way to learn about new technologies such as artificial intelligence, machine learning, the Internet of Things, drones and blockchain that are revolutionizing products, marketing and the relationship of customers to firms. The digital transformation task has gotten bigger and broader and you need to keep up. This must-read book by Dr Kumar helps you to better understand and implement the cutting-edge technologies for better marketing.

• Foreword by Philip KotlerPrefaceAcknowledgementsWelcome to the New-Age Technology WorldIntroductionA Brief Overview of the New-Age Technologies (NATs)AI: Predicting the FutureRobots Are Here to StayMachine Learning: The Game ChangerDrones: Eye in the SkyIoT: The Bedrock to Connect Physical-VirtualBlockchain: Breaking New GroundsEmbracing the Digital FrontierMaking Meaningful ConnectionsConvergence of NATs and MarketingUnderstanding Marketing Strategies, Capabilities and Resources of NATOrganization of the BookMarketing with AIOverviewOrigin, Definition and Components of AIThe Rise of the Intelligent HomePersonalized LearningLife on AutopilotCurrent AI Applications in MarketingUnderstanding Customer Needs to Deploy AIRevisiting Firm Capabilities to Integrate AIDesigning Marketing Mix Strategies with AIDriving CE through AIDesigning Digital Strategies with AIFuture of AI in MarketingLinking AI and RoboticsReliance on DataSeamless Integration of AI with Marketing: The New Marketing CultureMarketing with RoboticsOverviewOrigin, Definition and Classification of RobotsIndustrial ApplicationsDomestic-oriented TechnologyBusiness ApplicationsCurrent Robotics Applications in MarketingUnderstanding Customer Needs to Deploy RoboticsRevisiting Firm Capabilities to Integrate RoboticsDesigning Marketing Mix Strategies with RoboticsProductPricePlacePromotionDriving CE through RoboticsDesigning Digital Strategies with RoboticsFuture of Robotics in MarketingRobotics and the Interactive Service IndustryInteractive Marketing (Social Robots)Creative Content CurationMarketing with IoTOverviewOrigin, Definition and Classifications of IoTIoT Implementation at the Individual LevelIoT Implementation at the Organization LevelIoT Implementation at the Industrial LevelIoT Implementation at the National LevelWearablesSmart HomesIndustrial AutomationCurrent IoT Applications in MarketingUnderstanding Customer Needs to Deploy IoTRevisiting Firm Capabilities to Integrate IoTDesigning Marketing Mix Strategies with IoTProductPricePlacePromotionDriving CE through IoTDesigning Digital Strategies with IoTFuture of IoT in MarketingIoT and TransportationSmart CitiesReal-Time Buying Process and PurchasingMarketing with MLOverviewOrigin, Definition and Components of MLData for MLData Mining: Driving to Strategic Business DecisionsData Augmentation for Better Business InsightsTypes of ML ModelsAnalytics-oriented TechnologyLink to AIML ModelsSupervised LearningUnsupervised LearningReinforcement LearningCurrent ML Applications in MarketingUnderstanding Customer Needs to Deploy MLRevisiting Firm Capabilities to Integrate MLDesigning Marketing Mix Strategies with MLDriving CE through MLDesigning Digital Strategies with MLFuture of ML in MarketingML and Customer Churn AnalyticsDemand Forecasting and ManagementStrategy Development for Customers and ProductsMarketing using DronesOverviewOrigin, Definition and Classification of DronesWing SystemsAutonomySizeEnergy SourcePayloadSensorsMilitary-oriented TechnologyConsumer ApplicationsBusiness ApplicationsDisaster ResponseCurrent Drone Applications in MarketingUnderstanding Customer Needs to Deploy DronesRevisiting Firm Capabilities to Integrate DronesDesigning Marketing Mix Strategies with DronesDriving CE through DronesInteractivityDeliveryDesigning Digital Strategies with DronesFuture of Drones in MarketingGreater CECustomer Contact SolutionsMarketing with BlockchainOverviewOrigin, Definition and Classifications of BlockchainDecentralizedSecure and ImmutableInstantaneousTransparentAutonomousSecurity-oriented TechnologyLink to AI and MLAI/ML Improving Blockchain’s EffectivenessBlockchain Improving AI/ML’s EffectivenessReal-World UsesDigital VotingRidesharingFood SafetyCurrent Blockchain Applications in MarketingUnderstanding Customer Needs to Deploy BlockchainRevisiting Firm Capabilities to Integrate BlockchainDesigning Marketing Mix Strategies with BlockchainProductPricePlacePromotionDriving CE through BlockchainDesigning Digital Strategies with BlockchainFuture of Blockchain in MarketingData and Transaction SecurityImpact on Advertising TransparencyOnline Marketing Campaign ManagementPutting It All TogetherIntroductionNATs for Better Marketing: A Strategic FrameworkNew-Age TechnologiesGeneration of Firm CapabilitiesData-relatedOperations-relatedManagement-relatedStrategic and Tactical Marketing ActionsCustomer ExperienceStakeholder Engagement/BenefitsCustomersEmployeesChannel PartnersCommunityGovernmentValue and Well-being in a NAT World