This book offers itself as a reference in scientific research on reflexivity and applications of techniques and mechanisms of data engineering and artificial intelligence in the field of marketing. Through its theoretical modelling and empirical applications, the book aims to bring significant added value both for managers and decision-makers in marketing strategies of companies and territories, as well as for marketing students, Business and territorial management.

Argument

This book offers itself as a reference in scientific research on reflexivity and applications of techniques and mechanisms of data engineering and artificial intelligence in the field of marketing.

Through its theoretical modelling and empirical applications, the book aims to bring significant added value both for managers and decision-makers in marketing strategies of companies and territories, as well as for marketing students, Business and territorial management.

It should also bring together academic and professional researchers for scientific contributions in a broader field of study at the crossroads of different disciplines, and dealing with issues related to the adoption and anchoring of techniques and mechanisms of data science, Big Data, e-learning, blockchain, augmented and virtual reality, .... and their impact on strategic and operational marketing, customer relationship and life cycle management, business performance management, marketing ethics, etc.

This research must also contribute to developing innovative, resilient and sustainable solutions to effectively develop, implement, coordinate, control and reinvent marketing strategies that are both effective, credible and sustainable.

Finally, this book aims to provide students and practitioners with an overview of these issues, based on the latest academic and professional research.

By presenting a highly selective collection of relevant and advanced scientific research by world-renowned researchers and field experts, the book aims to provide concise and relevant answers to a wide range of questions-key at the crossroads of reflexivity on the adoption of innovative solutions in marketing through the mobilization of opportunities offered by data engineering and artificial intelligence, on the approaches to their operational anchoring and the accompanying conditions to be verified, and on the effectiveness of such a strategy and its impact on the commercial and overall performance of companies and territories. This implies a reinvention of methodological approaches and approaches in marketing research.

As long as these intelligent applications can span the entire marketing process, research can be structured in modules, ranging from diagnosis to management, including strategy, its operationalization, monitoring and control. Each part of the book deals with a range of innovative and homogeneous issues relating to a phase in the process, allowing readers to identify chapters that correspond to their interests.

Objective

The book deals with the integration of artificial intelligence solutions and data engineering into the marketing process within companies and territories. A coherence of theory and practice, through relevant reflexivity, the book presents scientific contributions highlighting reflections, experiences, or simulations of academic and professional experts in the implementation of innovative solutions for good marketing intelligence practices. Certainly, the book highlights the potential of applying these technologies to improve the marketing and overall performance of organizations. However, it never ceases to challenge us on the obstacles and risks inherent in such approaches, in organizational, financial, logistical, regulatory, etc.

Target Audience

The book is intended for researchers, practitioners, and students interested in the applications of artificial interest and data engineering in the field of marketing both companies and territories. It is intended as a guide for the implementation of these new marketing management solutions and the management of their operational efficiency. The target audience for this publication is mainly researchers and practitioners in this field, but the book can also be useful to students.

Recommended Topics

Potential topics include, but were not limited to:

Track 1

New trends in smart marketing research: Reinventing research paradigms in marketing │Criticism of research methods in Marketing │Emerging methods of marketing research │Marketing research knowledge transfer │Paradigms of marketing research │ Ethics of research in Smart Marketing.

Track 2

Implementing Smart Marketing Applications: Customer Big Data Management Systems │Marketing Intelligence Integration │Marketing automation │Marketing Modelling │ Business model of digital organizations │Digital strategy and Smart Marketing│AI-Generated Content │Consumer Insights│ Data-Driven Business Models│Business Model Metrics.

Track 3

Smart Strategic Marketing Applications: Marketing diagnostic │Marketing segmentation │Marketing positioning │Marketing targeting │Marketing planning and forecasting │Business intelligence and data analysis.

Track 4

Intelligent Operational Marketing Applications: Price policy │Products policy │Promotion policy │Distribution policy │People policy │Packaging policy │Process policy │Referral marketing │Crisis commercial communication.

Track 5

Marketing Performance Management Applications: Customer satisfaction │Customer loyalty │Customer referral │Reputation and notoriety │Marketing Cost Management │Agile Marketing │Smart Marketing Audit.

Track 6

Customer Intelligence Management Applications: Customer purchasing behavior │Customer Lifecycle Management │Consumer psychology │Neuromarketing.

Track 7

Customer Experience Management Applications: Social Media Marketing and Customer Relationship Management │Marketing Analytics and Customer Relationship Management │Emerging technologies and customer experience │AI applications in customer relationship management │Use chatbots and virtual support to improve customer experience │Gamification to enhance customer engagement │Optimize customer experience in multi-agent environment │Digitalization and innovation of the customer experience │Relationship marketing │Buzz – Viral Marketing │Iot and consumer experience │Service Bots │Never-Ending Service │Immersive Heritage Service │Talking Houses.

Track 8

Territorial marketing Applications: Territorial Marketing Data Analysis │Artificial intelligence, Big Data & Territorial Governance │Artificial intelligence, Big Data & Territorial Intelligence │ Territory Design │Territorial Branding, Destination Branding │Territorial Marketing Positioning │Digital Territorial Mix-Marketing │Smart cities, Marketing of Cities │ Marketing and Cluster innovation and territorial resilience │ Marketing and Urban e-Governance │ Marketing and Data-Driven City │ Marketing and Resilience of territories │ Marketing and Promotion of local entrepreneurship │ Marketing and Data Science & Social Entrepreneurship │ Marketing and SSE development │E-rating of the competitiveness of territories │Influencer marketing and territorial attractivity │Emerging Technologies and Territorial Branting │Digital Networking and Territorial Marketing.

Track 9

Sustainable and Ethical Marketing Applications: Sustainable Development Data Analysis │Artificial intelligence, Big Data & Sustainable Development │Artificial intelligence, Big Data & Business Ethics │Responsible Sustainable Marketing │Ethical Marketing Vs Marketing Ethics │Responsible & Ethical Marketing │Socially Responsible Consumption │Sustainable Business Strategies & Data Science Solution │Territorial Social Entrepreneurship │Impact assessments of Marketing mega-projects.

Track 10

Business Intelligence Applications: Economic Intelligence & Business Opportunities │Country intelligence, market intelligence, and international trade │Geomarketing Data Analysis │Diplomatic & Consular Marketing │Ecological & Environmental Marketing │Collective and community intelligence │Strategic intelligence and country competitiveness │E-rating of the firm’s competitiveness │Strategic alliances and macro-performance.

Track 11

Smart Marketer Profile: Transformation of the marketing profession │Typical Business Analyst Profile │Typical profile of the Marketing Manager │Digital skills of the Marketing Manager │Marketing Manager Recruitment.

Submission Procedure

• Researchers and practitioners are invited to submit on or before January 14, 2024, a chapter proposal of 1,000 to 2,000 words clearly explaining the mission and concerns of his or her proposed chapter (introduction, objectives and issues, methodology, results, contributions and conclusion).
• Authors will be notified by January 28, 2024 about the status of their proposals and sent chapter guidelines.
• Full chapters are expected to be submitted by March 17, 2024, and all interested authors must consult the guidelines for manuscript submissions at https://www.igi-global.com/publish/contributor-resources/before-you-write/ prior to submission.
• All submitted chapters will be reviewed on a double-blind review basis. Contributors may also be requested to serve as reviewers for this project.
• There are no submission or acceptance fees for manuscripts submitted to this book publication.
• All proposals should be submitted through the eEditorial Discovery® online submission manager : https://www.igi-global.com/publish/call-for-papers/submit/7050 

Publisher

This book is scheduled to be published by IGI Global (formerly Idea Group Inc.), an international academic publisher of the “Information Science Reference” (formerly Idea Group Reference), “Medical Information Science Reference,” “Business Science Reference,” and “Engineering Science Reference” imprints. IGI Global specializes in publishing reference books, scholarly journals, and electronic databases featuring academic research on a variety of innovative topic areas including, but not limited to, education, social science, medicine and healthcare, business and management, information science and technology, engineering, public administration, library and information science, media and communication studies, and environmental science. For additional information regarding the publisher, please visit https://www.igi-global.com.

This publication is anticipated to be released in 2024.

The final version of the book will be submitted for Scopus indexing.

Important Dates

• January 14, 2024: Proposal Submission Deadline
• January 28, 2024: Notification of Acceptance
• March 17, 2024: Full Chapter Submission
• April 21, 2024: Review Results Returned
• May 19, 2024: Final Acceptance Notification
• May 26, 2024: Final Chapter Submission

Inquiries

• Lhoussaine ALLA, LAREMEF Laboratory, Sidi Mohamed Ben Abdellah University, Fez : lhoussaine.alla@usmba.ac.ma
• Aziz HMIOUI, LAREMEF Laboratory, Sidi Mohamed Ben Abdellah University, Fez : aziz.hmioui@usmba.ac.ma
• Badr BENTALHA, LAREMEF Laboratory, Sidi Mohamed Ben Abdellah University, Fez : bentalhabadr@gmail.com

Link to the website: https://www.igi-global.com/publish/call-for-papers/call-details/7050?fbclid=IwAR3fqQqGW6elc1HABjcd0WO5pKMu9gxldyC3YceSTrGN35ipsGLxE5FMtH0