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Generative Künstliche Intelligenz in Marketing Und Sales: Innovative Unternehmenspraxis: Insights, Strategien Und Impulse

Generative Künstliche Intelligenz in Marketing Und Sales: Innovative Unternehmenspraxis: Insights, Strategien Und Impulse

          
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About the Book

Dieses Buch beleuchtet die neuesten Entwicklungen in der Generativen KI und zeigt auf, wie Marketing und Vertrieb sie für sich nutzen können. KI verändert nicht nur einzelne Werkzeuge und Arbeitsweisen, sondern leitet einen grundlegenden Paradigmenwechsel in beiden Bereichen ein.
Die Autor: innen bieten in ihren Beiträgen einen fundierten und umfassenden Einblick in aktuelle Anwendungsbereiche und Forschungsansätze zu Generativer KI im Marketing und Vertrieb. Thematisiert werden zahlreiche erfolgskritische Handlungsfelder, u. a. datenschutzrechtliche Herausforderungen, Social-Media- und Content-Marketing mit KI, Chatbots in der Employee-Journey, hyperpersonalisierte B2C-Kommunikation, KI-generierte Produkt- und SEO-Texte, bis hin zu Generativer KI in der Marketingforschung und die Rolle von KI in Start-ups.
Das Werk richtet sich sowohl an Praktiker: innen und Entscheidungsträger: innen als auch an Forschende sowie Studierende und trägt dazu bei, das Verständnis für dieses dynamische und vielversprechende Feld zu vertiefen.

Mit Beiträgen von:

  • Prof. Dr. Petra Beenken
  • Luise-Sophie Bleckmann
  • Prof. Dr. Benny Björn Briesemeister
  • Prof. Dr. Marc Ebel
  • Susanne Fittkau
  • Caroline Grauel
  • Prof. Dr. Maik Günther
  • Doris Hanway
  • Prof. Dr. Claudia Heß
  • Heiko Holz
  • Isabel Hörmann
  • Prof Dr. rer. pol. Kurt Jeschke
  • Prof. Dr. Tobias Kesting
  • Prof. Dr. Sonja Klose
  • Prof. Dr. Ralf Kneuper
  • Prof. Dr. Ralf T. Kreutzer
  • Prof. Dr. Nicolai Krüger
  • Prof. Dr. Sibylle Kunz
  • Prof. Dr. Visieu Lac
  • Christina Lagodka
  • Prof. Dr. Alexander Lawall
  • Prof. Dr. Damian Leschik
  • Prof. Dr. Vera Lenz-Kesekamp
  • Prof. Dr. Nikolaj Lunze
  • Prof. Dr. Jan-Paul Lüdtke
  • Elisabeth L' Orange
  • Sebastian Mertens
  • Manuel Muth
  • Prof. Dr. Gerd Nufer
  • Prof. Dr. Miriam O'Shea
  • Ban Pahlawan
  • Florian Perst
  • Marc Peter
  • Prof. Dr. Jan Pieper
  • Lavinia Celina Rahmawati
  • Prof. Dr. Katharina-Maria Rehfeld
  • Marie Salkowski
  • Prof. Dr. Philipp Schmid
  • Annkristin Schürhaus
  • Freddy Sikouonmeu
  • Neal Wessling
  • Prof. Dr. Klaus Wildhirt
  • Prof. Dr. Atilla Wohllebe
  • Cansu Rosa Yildirim
  • Prof. Dr. Tanja Marlen Zweigle


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Product Details
  • ISBN-13: 9783658451318
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Language: German
  • Returnable: Y
  • ISBN-10: 3658451319
  • Publisher Date: 26 Oct 2024
  • Binding: Paperback
  • No of Pages: 251
  • Sub Title: Innovative Unternehmenspraxis: Insights, Strategien Und Impulse


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