The AI marketing canvas : (Record no. 256409)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03365nam a2200301 i 4500 |
| 001 - CONTROL NUMBER | |
| control field | 256409 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | TH-BaBU |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250302083357.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 210316t2021 caua fob 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781503628045 (electronic bk.) |
| International Standard Book Number | 9781503613164 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | YDX |
| Language of cataloging | eng |
| Description conventions | rda |
| Transcribing agency | TH-BaBU |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5415.125 |
| Item number | .V46 2021 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Venkatesan, Rajkumar, |
| Relator term | author. |
| 9 (RLIN) | 166058 |
| 245 14 - TITLE STATEMENT | |
| Title | The AI marketing canvas : |
| Remainder of title | a five-stage road map to implementing artificial intelligence in marketing / |
| Statement of responsibility, etc. | Rajkumar Venkatesan & Jim Lecinski. |
| 264 #4 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Place of production, publication, distribution, manufacture | Stanford, California : |
| Name of producer, publisher, distributor, manufacturer | Stanford Business Books, |
| Date of production, publication, distribution, manufacture, or copyright notice | ©2021 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1 online resource. |
| 336 ## - CONTENT TYPE | |
| Content type term | text |
| Source | rdacontent |
| 337 ## - MEDIA TYPE | |
| Media type term | computer |
| Source | rdamedia |
| 338 ## - CARRIER TYPE | |
| Carrier type term | online resource |
| Source | rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | The challenge and the solution. The marketer's challenge today -- The AI marketing canvas : a strategic path forward for marketers -- Navigating this book -- AI and marketing essentials. Networks and nodes -- The customer relationship moments mental model -- What are artificial intelligence and machine learning? -- The AI marketing canvas : five stages of AI and machine learning in marketing. Elements of the AI marketing canvas -- Stage 1 : foundation -- Stage 2 : experimentation -- Stage 3 : expansion -- Stage 4 : transformation -- Stage 5 : monetization -- Putting it all together : Starbucks -- Implementation. Managing change -- Getting started -- A call to action. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | "This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success--regardless of where their marketing organization is in the process. The book is also a call to action for marketing leaders to confront and decide how they will address this critical pivot point in marketing. The authors pose to marketers the critical questions of (1) 'How should modern Marketers be thinking about Artificial Intelligence and Machine Learning?' and (2) 'How should Marketers be developing a strategy & plan to implement AI into their marketing toolkit?' Opening chapters provide marketing leaders with an overview of what exactly AI is, how is it different than traditional computer science approaches; then proposes a best practice 5 stage framework for how to implement what the authors term the 'AI Marketing Canvas.' This is based on research and interviews the authors did with leading Marketers, and offers many tangible examples of what brands are doing at each stage of the AI Marketing Canvas. By way of guidance, Venkatesan and Lecinski provide examples of brands currently, successfully, weaving AI into their marketing strategies, including Google, LYFT, Ancestry.com, and Coca-Cola. The book ends with a discussion of important implications for marketing leaders, for your team, people and culture. Strategically sound, application-focused, and customer-centric, this book fills a lacuna in actionable marketing strategy guidance at a time when it is most needed"-- |
| Assigning source | Provided by publisher. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Artificial intelligence |
| General subdivision | Marketing applications. |
| 9 (RLIN) | 166075 |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Lecinski, Jim, |
| Relator term | author. |
| 9 (RLIN) | 166076 |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=2853901">https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=2853901</a> |
| Public note | Electronic Resources |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | E-Book |
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