Registration Number
0224U031980,
(0123U104033)
, R & D reports
Title
Using Artificial Intelligence in Marketing Management: Strategies, Challenges, and Perspectives
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Використання штучного інтелекту в маркетинговому менеджменті: стратегії, виклики та перспектив
Head
Horokhova Tetiana V., Кандидат економічних наук
Registration Date
10-07-2024
Organization
State Higher Educational Institution "Azov State Technical University"
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Theoretical, methodological and applied substantiation of the economic security of the digital transformation of the marketing activities of enterprises in the period of digitalization of investment processes, marketing activities in the conditions of military operations
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Object of Study: The process of using artificial intelligence (AI) in marketing management.
Purpose of the Work: Theoretical, methodological, and applied substantiation of ways to use artificial intelligence in marketing management, studying the impact of AI on the automation of marketing activities, as well as analyzing the advantages and problems arising from the implementation of AI technologies in the areas of security, innovation, and inclusivity.
Subject of Study: Theoretical, methodological, and applied issues of forming strategies and tactics for using modern AI factors and their transformation in marketing sectors.
Research Methods: To achieve the set goal, the following methods were used:
System Analysis and Generalization: For deepening the theoretical foundations of the concepts in the field of AI application, defining the categorical apparatus of definitions such as "intelligence," "transformation," "blockchain," "product management," "neural networks," "computer modeling," "data characteristics," and "algorithm evolution."
Analysis and Synthesis: For evaluating the current marketing activities of enterprises, using predictive analytics to forecast the results of marketing campaigns in real time.
Statistical Methods and Comparative Analysis: For researching the use of AI technologies through statistical algorithms, automating the processing and analysis of large data volumes, and evaluating the external and internal context of the organization.
Expert Method: For generating the main stages of the process of managing data cleaning and maintenance flows by applying possible digitalization development scenarios using AI, and identifying vulnerabilities in the software of marketing processes.
Product Description
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Bash Serhii О.
Burak Pavlo V.
Veider Tetiana M.
Vystropskyi Valerii О.
Herzhan Ruslan S.
Horokhova Tetiana V.
Datsiuk Pavlo М.
Zhovnovach Ruslana I.
Zaika Yuliia A.
Korostova Iryna O.
Lukash Mykhailo І.
Oskoma Olena V.
Pohorelov Valerii М.
Razumova Hanna V.
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2024-07-10
