Research Article
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Year 2020, Issue: 81, 489 - 506, 27.03.2020

Abstract

References

  • Afza, N. I., Kumar, M. D. (2018). Can machine replace man?–A conceptual study. Asia Pacific Journal of Research, 1(95), 52-58.
  • Alghoul, A., Al Ajrami, S., Al Jarousha, G., Harb, G., Abu-Naser, S. S. (2018). Email classification using artificial neural network. International Journal of Academic Engineering Research (IJAER), 2(11), 8-14.
  • Bharat, M. (2017). Artificial Intelligence in Web Design, Development and Marketing. From: https://www.motocms.com/blog/en/artificial-intelligence-in-web-design/ adresinden 20.12.2019 tarihinde alınmıştır.
  • Brill, T. M., Munoz, L. I., Miller, R. J. (2019). Siri, Alexa, and other digital assistants: a study of customer satisfaction with artificial intelligence applications. Journal of Marketing Management, 35(15-16), 1401-1436.
  • Burgess, A. (2018). AI in Action. P.M. Cham (Ed.), In The Executive Guide to Artificial Intelligence (73-89). From: https://doi.org/10.1007/978-3-319-63820-1_5/ adresinden 15.12.2019 tarihinde alınmıştır.
  • Cannella, J. (2018). Artificial intelligence in marketing. Unpublished Honors Thesis for Barrett, Arizona: The Honors College at Arizona State University.
  • Catalin, Z. (2018). AI website builders: Are they any good?. A detailed review (2018). From: https://websitebuilders.net/articles/ai-website-builders adresinden 17.11.2019 tarihinde alınmıştır.
  • Chung, M., Ko, E., Joung, H., & Kim, S. J. (2018). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 1-9. From: HYPERLINK "https://doi.org/10.1016/j.jbusres.2018.10.004" \t "_blank" \o "Persistent link using digital object identifier" https://doi.org/10.1016/ j.jbusres.2018.10.004
  • Dimitrieska, S., Stankovska, A., & Efremova, T. (2018). Artificial Intelligence and Marketing. Entrepreneurship, 6(2), 298-304.
  • Drosou, M., Jagadish, H. V., Pitoura, E., & Stoyanovich, J. (2017). Diversity in big data: A review. Big data, 5(2), 73-84.
  • Ertuğrul, İ., & Deniz, G. (2018). 4.0 Dünyası: Pazarlama 4.0 ve endüstri 4.0. Bitlis Eren Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 7(1), 143-170.
  • Khanna, A., Akshay, A. G., & Bhalla, A. (2017). Designing natural language processing systems with quickscript as a platform. Paper presented at the ICACIE 2016 . Kose, U., & Sert, S. (2017). Improving content marketing processes with the approaches by artificial intelligence. ECOFORUM, 6(1), 1-8.
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. John Wiley & Sons.
  • Kotler, P., Ang, S. H., Leong, S. M., & Tan, C. T. (2003). Marketing management: An Asian perspective (3th ed.). Singapore: Prentice-Hall.
  • Köse, N. (2017). Dijital pazarlamadan fijital pazarlamaya geçişe örnek olarak artirilmiş gerçeklik ve sanal gerçeklik uygulamalarinin pazarlama üzerindeki katkilarinin incelenmesi. Yayınlanmamış doktora tezi, İstanbul: İstanbul Aydın Üniversitesi Sosyal Bilimler Enstitüsü.
  • Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135-155.
  • Kurt, R. (2019). Industry 4.0 in terms of industrial relations and its impacts on labour life. Procedia Computer Science, 158, 590-601.
  • Liao,T.(2015).Augmented or admented reality?The influence ofmarketing on augmented reality technologies. Information, Communication & Society, 18(3), 310-326.
  • Luce, L. (2018). Artificial intelligence for fashion. New York: Apress - Springer Nature Marinchak, C. L. M., Forrest, E., & Hoanca, B. (2018). The impact of artificial intelligence and virtual personal assistants on marketing. In Encyclopedia of Information Science and Technology, Fourth Edition (pp. 5748-5756). IGI global.
  • McCorduck, P., & Cfe, C. (2004). Machines who think: A personal inquiry into the history and prospects of artificial intelligence. CRC Press.
  • McGregor, K. A., & Whicker, M. E. (2018). Natural language processing approaches to understand HPV vaccination sentiment. Journal of Adolescent Health, 62(2), S27-S28.
  • Miikkulainen, R., Iscoe, N., Shagrin, A., Rapp, R., Nazari, S., McGrath, P.,& Epstein, J. (2018, April). Sentient ascend: AI-based massively multivariate conversion rate optimization. Proceedings of The Thirtieth AAAI Conference on Innovative Applications of Artificial Intelligence, (7696-7703).
  • Milgrom, P. R., & Tadelis, S. (2018). How artificial intelligence and machine learning can impact market design. NBER WORKING PAPER SERIES: National Bureau of Economic Research, Cambridge: MA.
  • Morgan, N. A., Anderson, E. W., & Mittal, V. (2005). Understanding firms’ customer satisfaction information usage. Journal of Marketing, 69(3), 131-151.
  • Oke, S. A. (2008). A literature review on artificial intelligence. International journal of information and management sciences, 19(4), 535-570.
  • Perkins,W. S., & Rao, R. C. (1990). The role of experience in information use and decision making by marketing managers. Journal of Marketing Research, 27(1), 1-10.
  • Sterne, J. (2000). Customer service on the Internet: building relationships, increasing loyalty, and staying competitive. John Wiley.
  • Sterne, J. (2017). Artificial intelligence for marketing: practical applications. John Wiley & Sons.
  • Sun, Z., Sun, L. i Strang, K. (2018). Big data analytics services for enhancing business intelligence. Journal of Computer Information Systems, 58(2), 162-169.
  • Tantawy, R. Y. i George, B. P. (2016). Cultures within national cultures: international marketing within the domestic marketing environment. Economic Review: Journal of Economics and Business, 14(1), 26-34.
  • Trifu, M. R., & Ivan, M. L. (2014). Big data: Present and future. Database Systems Journal, 5(1), 32-41.
  • Turban, E., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2015). E-Commerce: Regulatory, ethical and social environments. Switzerland: Springer International Publishing AG.
  • Turban,E., Outland,J., King, D.,Lee,J. K.,Liang,T. P.,&Turban, D.C.(2017). Electronic commerce 2018: A managerial and social networks perspective. Switzerland: Springer International Publishing AG.
  • Williams, E. W. (2002). Using your personal digital assistant to store lesson plans. Journal of Physical Education, Recreation & Dance,, 73(3), 16-18.
  • Yılmaz, N. (2018, Temmuz). Yeni tüketici: perakendecilikte inovasyon ve tüketim kültürü çerçevesinde online tüketim alişkanliklarinin incelenmesi. Yayımlanmamış yüksek lisans tezi, Konya: T.C. KTO Karatay Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı.

THE PLACE AND FUTURE OF ARTIFICIAL INTELLIGENCE IN MARKETING STRATEGIES

Year 2020, Issue: 81, 489 - 506, 27.03.2020

Abstract

With the developing and fast changing technology, marketing strategies have also necessarily changed in order to meet the demands and needs of consumers. The fact that businesses don’t keep up with this changing system puts them out of the wheel. In daily life, where consumption never ends, marketing strategies are also consumed very quickly. Its name changes according to the ages, but the main goal is always more profitability. Sales and marketing are now digitalized and shopping has become widespread in virtual environments. Most customer services are performed by Chatbots. Each one from Siri to augmented reality application is in our lives. These smart systems date back to the 1970s. Well, where are the artificial intelligence and smart robots that take their place in almost every sector, which is the favorite of recent years, from health to defense? Although the answer to this question has just begun to be researched, it isn’t difficult to predict that it will be one of the most important issues in the near future. The exact answer to this question is sought in this study, the place and future of artificial intelligence in marketing strategies are mentioned. In addition to the fact that the study contributes to the academic world, it is thought that it will also be useful in artificial intelligence studies.

References

  • Afza, N. I., Kumar, M. D. (2018). Can machine replace man?–A conceptual study. Asia Pacific Journal of Research, 1(95), 52-58.
  • Alghoul, A., Al Ajrami, S., Al Jarousha, G., Harb, G., Abu-Naser, S. S. (2018). Email classification using artificial neural network. International Journal of Academic Engineering Research (IJAER), 2(11), 8-14.
  • Bharat, M. (2017). Artificial Intelligence in Web Design, Development and Marketing. From: https://www.motocms.com/blog/en/artificial-intelligence-in-web-design/ adresinden 20.12.2019 tarihinde alınmıştır.
  • Brill, T. M., Munoz, L. I., Miller, R. J. (2019). Siri, Alexa, and other digital assistants: a study of customer satisfaction with artificial intelligence applications. Journal of Marketing Management, 35(15-16), 1401-1436.
  • Burgess, A. (2018). AI in Action. P.M. Cham (Ed.), In The Executive Guide to Artificial Intelligence (73-89). From: https://doi.org/10.1007/978-3-319-63820-1_5/ adresinden 15.12.2019 tarihinde alınmıştır.
  • Cannella, J. (2018). Artificial intelligence in marketing. Unpublished Honors Thesis for Barrett, Arizona: The Honors College at Arizona State University.
  • Catalin, Z. (2018). AI website builders: Are they any good?. A detailed review (2018). From: https://websitebuilders.net/articles/ai-website-builders adresinden 17.11.2019 tarihinde alınmıştır.
  • Chung, M., Ko, E., Joung, H., & Kim, S. J. (2018). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 1-9. From: HYPERLINK "https://doi.org/10.1016/j.jbusres.2018.10.004" \t "_blank" \o "Persistent link using digital object identifier" https://doi.org/10.1016/ j.jbusres.2018.10.004
  • Dimitrieska, S., Stankovska, A., & Efremova, T. (2018). Artificial Intelligence and Marketing. Entrepreneurship, 6(2), 298-304.
  • Drosou, M., Jagadish, H. V., Pitoura, E., & Stoyanovich, J. (2017). Diversity in big data: A review. Big data, 5(2), 73-84.
  • Ertuğrul, İ., & Deniz, G. (2018). 4.0 Dünyası: Pazarlama 4.0 ve endüstri 4.0. Bitlis Eren Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 7(1), 143-170.
  • Khanna, A., Akshay, A. G., & Bhalla, A. (2017). Designing natural language processing systems with quickscript as a platform. Paper presented at the ICACIE 2016 . Kose, U., & Sert, S. (2017). Improving content marketing processes with the approaches by artificial intelligence. ECOFORUM, 6(1), 1-8.
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. John Wiley & Sons.
  • Kotler, P., Ang, S. H., Leong, S. M., & Tan, C. T. (2003). Marketing management: An Asian perspective (3th ed.). Singapore: Prentice-Hall.
  • Köse, N. (2017). Dijital pazarlamadan fijital pazarlamaya geçişe örnek olarak artirilmiş gerçeklik ve sanal gerçeklik uygulamalarinin pazarlama üzerindeki katkilarinin incelenmesi. Yayınlanmamış doktora tezi, İstanbul: İstanbul Aydın Üniversitesi Sosyal Bilimler Enstitüsü.
  • Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135-155.
  • Kurt, R. (2019). Industry 4.0 in terms of industrial relations and its impacts on labour life. Procedia Computer Science, 158, 590-601.
  • Liao,T.(2015).Augmented or admented reality?The influence ofmarketing on augmented reality technologies. Information, Communication & Society, 18(3), 310-326.
  • Luce, L. (2018). Artificial intelligence for fashion. New York: Apress - Springer Nature Marinchak, C. L. M., Forrest, E., & Hoanca, B. (2018). The impact of artificial intelligence and virtual personal assistants on marketing. In Encyclopedia of Information Science and Technology, Fourth Edition (pp. 5748-5756). IGI global.
  • McCorduck, P., & Cfe, C. (2004). Machines who think: A personal inquiry into the history and prospects of artificial intelligence. CRC Press.
  • McGregor, K. A., & Whicker, M. E. (2018). Natural language processing approaches to understand HPV vaccination sentiment. Journal of Adolescent Health, 62(2), S27-S28.
  • Miikkulainen, R., Iscoe, N., Shagrin, A., Rapp, R., Nazari, S., McGrath, P.,& Epstein, J. (2018, April). Sentient ascend: AI-based massively multivariate conversion rate optimization. Proceedings of The Thirtieth AAAI Conference on Innovative Applications of Artificial Intelligence, (7696-7703).
  • Milgrom, P. R., & Tadelis, S. (2018). How artificial intelligence and machine learning can impact market design. NBER WORKING PAPER SERIES: National Bureau of Economic Research, Cambridge: MA.
  • Morgan, N. A., Anderson, E. W., & Mittal, V. (2005). Understanding firms’ customer satisfaction information usage. Journal of Marketing, 69(3), 131-151.
  • Oke, S. A. (2008). A literature review on artificial intelligence. International journal of information and management sciences, 19(4), 535-570.
  • Perkins,W. S., & Rao, R. C. (1990). The role of experience in information use and decision making by marketing managers. Journal of Marketing Research, 27(1), 1-10.
  • Sterne, J. (2000). Customer service on the Internet: building relationships, increasing loyalty, and staying competitive. John Wiley.
  • Sterne, J. (2017). Artificial intelligence for marketing: practical applications. John Wiley & Sons.
  • Sun, Z., Sun, L. i Strang, K. (2018). Big data analytics services for enhancing business intelligence. Journal of Computer Information Systems, 58(2), 162-169.
  • Tantawy, R. Y. i George, B. P. (2016). Cultures within national cultures: international marketing within the domestic marketing environment. Economic Review: Journal of Economics and Business, 14(1), 26-34.
  • Trifu, M. R., & Ivan, M. L. (2014). Big data: Present and future. Database Systems Journal, 5(1), 32-41.
  • Turban, E., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2015). E-Commerce: Regulatory, ethical and social environments. Switzerland: Springer International Publishing AG.
  • Turban,E., Outland,J., King, D.,Lee,J. K.,Liang,T. P.,&Turban, D.C.(2017). Electronic commerce 2018: A managerial and social networks perspective. Switzerland: Springer International Publishing AG.
  • Williams, E. W. (2002). Using your personal digital assistant to store lesson plans. Journal of Physical Education, Recreation & Dance,, 73(3), 16-18.
  • Yılmaz, N. (2018, Temmuz). Yeni tüketici: perakendecilikte inovasyon ve tüketim kültürü çerçevesinde online tüketim alişkanliklarinin incelenmesi. Yayımlanmamış yüksek lisans tezi, Konya: T.C. KTO Karatay Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı.
There are 35 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Tuğba Yeğin This is me

Publication Date March 27, 2020
Published in Issue Year 2020 Issue: 81

Cite

APA Yeğin, T. (2020). THE PLACE AND FUTURE OF ARTIFICIAL INTELLIGENCE IN MARKETING STRATEGIES. EKEV Akademi Dergisi(81), 489-506.