In the competitive world of contemporary business, the challenge of developing marketing strategies that bridge the gap between traditional and innovative techniques has become more critical than ever. As marketing shifts between physical and digital realms, companies grapple with the central question of how to navigate this evolution successfully. The key lies in data – the linchpin that can unravel vital problems in modern marketing. The need for sustainable and effective marketing strategies permeates all sectors, emphasizing the urgency for businesses to combine traditional methods with innovative approaches, such as harnessing alternative data and leveraging AI-based solutions.

Future of Customer Engagement Through Marketing Intelligence emerges as a compelling solution to the pressing challenges faced by businesses in this transformative landscape. It offers a step-by-step roadmap, guiding readers on how market intelligence can utilize data and transform it into actionable insights. By emphasizing the crucial role of data in crafting great marketing strategies, the book advocates for a deep understanding of market-supported content and factual data. It asserts that marketing intelligence, encompassing data collection, analysis, and strategic utilization, is the key to becoming customer-centric, understanding market demands, and gaining a competitive advantage.

Designed with a comprehensive and practical approach, the book's objectives align with addressing the emerging trends and challenges in customer engagement driven by marketing intelligence. It caters to a diverse audience, including marketing professionals, data analysts, business leaders, academics, researchers, consultants, technology developers, and policymakers. By delving into various topics, from AI-driven customer experiences to the application of advanced technologies like text mining and blockchain, the book serves as a valuable resource for navigating the evolving landscape of customer engagement and marketing intelligence. Ultimately, it stands as a beacon, illuminating the path toward sustainable and responsible customer engagement strategies in the ever-evolving world of marketing.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Artificial Intelligence
Blockchain
Business Intelligence
Business to Business Marketing
Competitive Advantage
Consumer Behavior
Customer Decision-Making
Customer Experiences
Digital Transformation
E-Commerce
Emotional Intelligence
Industry 4.0
Internet of Things (IoT)

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Editor/Author Biographies

Mudita Sinha is currently associated with Christ University as an Associate Professor of Marketing. She has completed her Ph.D., Masters in Marketing Management, and MBA. Dr. Sinha is an experienced researcher, faculty, and salesperson with proven abilities. She is a competent professional with over 12 years of combined experience in Industry, Business Education, Institutional Affairs & administrative functions. Dr. Sinha has published several articles in various National and International Journals of repute in Marketing and General Management. To keep her knowledge updated and deliver the best quality she participates and presents research articles at different National and international conferences.

Arabinda Bhandari is presently working as an Associate Professor in Strategic Management area in School of Management, Presidency University, Bangalore, India. He is an author of “Strategic Management - A conceptual Framework”, published from McGraw Hill India. He has more than 20 years of experience in industry and academics.

Samant Shant Priya is an Associate Professor at Lal Bahadur Shastri Institute of Management (LBSIM), New Delhi. Prior to joining LBSIM, he had served as HOD (MBA and Marketing) with SIBACA, Lonavala. He did his MBA with first class distinction in 2001 from Shivaji University and Ph.D. in 2013 from MANIT, Bhopal, an institute of National Importance. He has served as Member Syllabus Revision Committee, Chairman Viva- Voce of Projects, Chairman Paper Setters at SPPU, Pune. He has eleven and half years of teaching experience and even brings around eight years of corporate experience in sales and marketing functions. He has attended, presented, delivered and chaired sessions in many conferences including one at the Indian Institute of Management, Ahemdabad wherein he has also chaired one session. To his credit, he has 17 research papers; one of them is Thomson Reuters indexed, three of them are SCOPUS Indexed and ABDC listed.

Sajal Kabiraj specialises in supply chain management consulting for retail companies and innovation-based market research studies. He has strong international practice area and research experience in multinational corporations such as Datamatics, IndoRama and NOCIL (Petrochemicals), a JV of Royal Dutch Shell-AMG, iCRM (KL, Malaysia), and MMT Center (JIBS, Sweden). He has spent time as a Researcher with Volkswagen Consulting AG, Germany, Schenker Logistics AB, Sweden and Center for Industrial Production, Aalborg, Denmark. He’s been actively involved in research studies with Datamatics Inc, Panasonic, Telekom Malaysia, The Coca Cola Company, SIDBI, Jasubhai Media, CIDCO, ONREC (Canada) and Schenker Logistics AB. Dr Kabiraj presently teaches at the School of Entrepreneurship and Business at Häme University of Applied Sciences (HAMK), Finland. Through his teaching career in China as a tenured Full Professor and elsewhere, he has been awarded the Best Teacher Awards in 2008, 2011, 2014 and 2018 for academic research and teaching excellence. His research interests lie in strategic management, sustainability, innovation, entrepreneurship and technology management.

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