Abstract
Marketing in the digital era allows for high-quality databases about customer purchase behavior to be assembled and analyzed using sophisticated methods, including artificial intelligence. These data have led to the discovery of replicable patterns in marketing’s impact on business performance. Dominique Hanssens reviews major lessons learned about quantifiable marketing impact and draw various conclusions for the practice of marketing in an artificial intelligence environment, with a special consideration to its impact on sales growth and profitability.
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Notes
- 1.
In what follows I use the term product broadly, i.e. a physical product or a service.
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Hanssens, D.M. (2020). AI, Marketing Science and Sustainable Profit Growth. In: Canals, J., Heukamp, F. (eds) The Future of Management in an AI World. IESE Business Collection. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-20680-2_8
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DOI: https://doi.org/10.1007/978-3-030-20680-2_8
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