Intelligent Marketing
Employing New-Age Technologies
- V. Kumar - Distinguished Term Professor, and Senior Fellow, ISB, India
How can a firm extract powerful insights from responding to and implementing new-age technologies?
Some companies adapt. Others miss the boat.
Knowledge of what technology to employ, how to employ it, when and why it should be employed is a must in this era.
Intelligent Marketing emphasizes organizing resources, developing capabilities and designing strategies for deploying new-age technologies to ensure a healthy financial outcome for all the key stakeholders, and a better quality of life for the society and community.
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.
An invaluable road map to the next generation of digital technologies. The new capabilities they enable will surely transform marketing practice and company strategy. Those that master them first will have a big advantage over their slower rivals. Use VK’s book to get ahead and stay ahead.
New-age technologies (NATs) are transforming the nature of today’s marketing. Many marketing managers have heard the words but don’t know what to do next. This book provides a concise but thorough primer on what NATs are and how top-performing companies are leveraging them successfully. It arms managers with the knowledge, the vocabulary and the exemplary examples to challenge their organization to either leverage NATs for competitive advantage or to fall behind more thoughtful competitors. A must-read.
Dr V Kumar has consistently done break-through research at the forefront of technology, typically in collaboration with industry partners. He leads, again, with this book that is the field’s first attempt to get arms around the whole of ‘new-age technology’. By systematically considering artificial intelligence, robotics, Internet of Things, machine learning, drones and blockchain he lays the groundwork on which others can build.
Dr Kumar effectively delivers a broad-based knowledge of how to consider integration of new-age technologies in a way that marketers can translate to their own verticals and use cases. The concepts, framework, and strategies give clarity to the multitude of customer experience opportunities and applications for all sized businesses, and not just the behemoths like Amazon.
A very thorough and research-based book on the applications of six new-age technologies (NATs) including AI, robots, IoT, blockchain, machine learning and drones which are transforming and will continue to transform the marketing function as we know today. A MUST buy for those who are interested in teaching a course on digital marketing as well as for marketing practitioners who are automating the marketing programs.
New technologies have been changing the nature of marketing. The most valuable companies on this planet from Amazon to Google to Microsoft are information platforms that bring customer centricity to the forefront of strategic thinking. Now COVID has accelerated this process to a crescendo. Marketers must pivot to Intelligent Marketing—or perish.
