Digital marketing and artificial intelligence / Niko Lahtinen (Principal Owner and Commercial Director), Kimmo Pulkka (Partner and Head of the Content Marketing Unit), Pasi Viinamäki (SEM Chapter Lead and AI Team Lead, Suomen Digimarkkinointi Oy), Joel Mero (Associate Professor of Marketing, School of Business and Economics, University of Jyväskylä) and Heikki Karjaluoto (Professor, Faculty of Information Technology, University of Jyväskylä, Finland).

Format:

Book

Author/Creator:

Lahtinen, Niko, author.

Pulkka, Kimmo, author.

Viinamäki, Pasi, author.

Mero, Joel, author.

Karjaluoto, Heikki, author.

Contributor:

Edward Elgar Publishing, publisher.

Series:

New horizons in marketing series

Language:

English

Subjects (All):

Artificial intelligence.

Marketing--Technological innovations.

Marketing.

Internet marketing.

Genre:

Electronic books.

Physical Description:

1 online resource (216 pages)

Edition:

First edition.

Place of Publication:

Northampton : Edward Elgar Publishing, 2025.

Summary:

"In response to the unprecedented emergence of the fourth wave of digital marketing, this timely book explores how the ascension of artificial intelligence and the disappearance of cookies are the biggest drivers and enablers of change in this fast-moving industry. Combining the expertise of practitioners from digital agencies with leading researchers and academics, chapters explore how the changes brought about by AI should be considered in strategy, and the best way to build a sustainable competitive advantage. Introducing the MVG (Market-Value-Growth)-MRACE℗ʼ model, Niko Lahtinen, Kimmo Pulkka, Pasi Viinamäki, Joel Mero and Heikki Karjaluoto provide a step-by-step guide on how to plan and implement digital marketing. They equip readers with the tools to ensure they employ marketing in a way that goes beyond short-sighted campaigning to focus on building long-term demand and customer flow. Digital Marketing and Artificial Intelligence is a crucial resource for students and academics of digital marketing, as well as disruptive technologies and AI. The discussion and insights covered will be of use for all marketing and sales professionals who want to understand the opportunities and challenges of AI and build a sustainable marketing future"-- Provided by publisher.

Contents:

Contents: List of contributors

1. Setting the scene: The evolution of EU transport regulation / Matthias Finger, Juan Montero and Elodie Petrozziello

2. The European airport acquis fitness check and the european single aviation market / Steven Truxal

3. The UK proposed slot allocation reform: Is it time to say goodbye to grandfather rights? / Delphine Defossez

4. Enforcing economic regulation of the single European sky / Regula Dettling-Ott

5. Directly awarding public service contracts to internal operators: Business opportunities or double-edged gifts? / Daniel Ballesteros Alvarez

6. The inclusion of aviation in the EU taxonomy regulation: Groundbreaking or greenwashing? / Tuvana Aras

7. Opening regional rail to competition: Can the member states avoid compulsory rail market opening for regional rail? The French example / Aurore Laget-Annamayer and Patricia Perennes

8. Does the rise of open access competition in Europe create a need for a new regulatory authority? / Laurent Guihéry and Lorenzo Freire

Stella

9. Data-sharing regulation in transport: Follow the money / Juan Montero and Elodie Petrozziello

10. Digital mobility platform product diversification strategies: Becoming maas operators / Dianzhuo Zhu

11. Embracing complexity: Approaching the evolution of urban air operations as a new urban system from a policy perspective / Iván László Arnold

12. Unlocking value with digitalisation: Exploring the convergence of land and sea transport in ropax shipping / Anastasia Tsvetkova, Irina Wahlström, Magnus Hellström, Yiran Chen Zhou and Stephan Krüger

13. Widening appraisals of investment in the transport sector in Italy: The present status and future perspectives / Mario Tartaglia and Ilaria Lopresti

14. The pathway to integrated surface transport and regulation of logistics in South Africa / Bernard Aritua, Jan H. Havenga, Zane P. Simpson, Stefaan Swarts, Henk Neethling and Anneke de Bod

Index.

Notes:

Includes index.

Description based on print record.

ISBN:

9781035361342 (e-book)

Access Restriction:

Restricted for use by site license.