This article explores the role of artificial intelligence (AI) in aiding personalized engagement marketing—an approach to create, communicate, and deliver offerings customers. It proposes that consumers are ready for a new journey which AI is tool endless options information narrowed curated way. also provides predictions managers regarding AI-driven environment on branding customer management practices both developed developing countries.

Abstract While the new‐age technologies do provide firms with opportunities to engage customers better, they create undesired effects such as stress among in terms of navigating newer technologies. This study identifies customer technostress and defines this new construct “the result negative experiences faced by when interacting firm‐based technologies.” We also identify that be comprised six stressors—techno‐invasion, techno‐complexity, techno‐uncertainty, techno‐dependence,...

It has been observed that some firms succeed in their attempts to achieve business goals emerging economies, whereas others fail. To understand the reasons for this phenomenon, authors conduct a qualitative study where they interview 42 managers of multinational companies from United States, Canada, Europe, Asia, and Australia. From insights gleaned these interviews available literature, propose conceptual framework identifies possible factors would drive creation both profitable loyal...

Purpose Global crises create an environment that is characterized by a fight for survival countries, companies and citizens. While firms have adopted business initiatives to ensure in global crisis, many measures are geared toward preventing customer churn, declining revenues eroding market share. Such short-term focus raises important question regarding long-term – how can survive crisis? The purpose of this study investigate crisis. Design/methodology/approach This considers pandemics as...

The perseverance and agility to be transformative marketing educators have been identified critical for the future of education. In developing this observation further, study conceptualizes education (TME) concept defines it. Furthermore, adopting a management educational institution perspective, proposes framework implementation TME. proposed identifies drivers TME triad, comprised institution, learners, external environment. outcomes implementing as fourfold: (a) an interdisciplinary...

By evaluating the use pattern of GAI by businesses in marketing, this study aims to understand subsequent impact on society and develop policy implications that promote its beneficial use. To end, we an organizing framework contends usage models for marketing purposes creates promises perils through a specific business process. This process is represented action → capabilities transformation link proposed framework. Additionally, find level technology infrastructure, skilled personnel, data...

‘What’s in it for me?’ is a ubiquitous question posed by managers at all levels of decision making. While firms aim to create value entities they are associated with, important them continuously ensure that their expectations being met. Also, constantly looking safeguard from hurt. This study aims better understand the management as seen through stakeholder perspective. Specifically, this defines stakeholder’s perspective, identifies key groups customers, employees, investors, channel...

Stakeholder theory and stakeholder engagement (SE) concepts have been widely used in management marketing literature. In this study, we extend the SE concept to investigate value creation Indian education. Specifically, for an institute, (a) define value, (b) identify nine categories which can be created managed, (c) advance a approach creating managing (d) categorize measures as contiguous future measures, (e) recognize resources capabilities needed create manage value. This is first study...

Abstract Global CRM software spending was $7.8 billion in 2007 and is projected to reach $8.9 2008. Further, sales will touch $13.3 by 2012. These processes have made it possible for companies gather analyze large amounts of data on their existing prospective customers. This article shows how customer-level can lead increased customer profitability through (a) selection the right customers using Customer Lifetime Value (CLV) metric, (b) nurturing those and, © re-allocation resources...

This article discusses the ten research studies that constitute Transnational Marketing Journal (TMJ) special issue, which has stated intent on investigating development of management skills and growth strategies in post-pandemic world. The collectively offer insights this regard are applicable for pandemic non-pandemic situations. issue runs gamut actions prepares companies future. proposed integrative framework categorises based their implications countries, companies, consumers. Further,...