Artificial Intelligence - Machine Learning and Marketing Management

Artificial intelligence covers a broad scope of methods and mainly Artificial Neural Networks, Fuzzy Logic and Genetic Algorithms. Their applications have widely used in the production industry and the past decade especially in the field of finance. It is not until recent decades that AI and ML have entered other business related spheres and the number of publications points in this direction. However, the main criticism of these methods has been their high computational complexity and often the difficulty understanding AI and ML by marketing professionals as compared to industrial engineers, finance IT professionals familiar with this technology. Their widespread use throughout marketing, including international marketing has not yet been adequately addressed in textbooks. This book endeavours to enlighten marketing educators, students and practitioners to the fields of AI and ML concepts, practices demonstrating the theory and practice of the areas in the marketing context.