Leveraging AI-Powered Marketing in the Experience-Driven Economy

Emerging cutting-edge technologies, particularly artificial intelligence (AI), present a shift in the marketing landscape, ushering in Marketing 5.0. It drastically reshapes the way brands engage with customers, and in the Marketing 5.0 era, where experiences are key, businesses must rise above conventional marketing practices to meet consumer demands. By embracing AI-driven technologies and the principles of the consumer experience economy, businesses can emerge as beacons of innovation and creativity, offering personalized experiences over simple goods or services. Leveraging AI-Powered Marketing in the Experience-Driven Economy explores the disruptive potential of AI in marketing and its groundbreaking impact on immersive and meaningful consumer experiences. The strategic frameworks and best practices needed to demystify AI's leading-edge prowess and drive innovation across the entire experience cycle offer a roadmap to current marketing professionals. Covering topics such as in-store experiences, neuromarketing, and online visibility, this book is an excellent resource for marketing professionals, social media managers, economists, business owners, researchers, academicians, and more.

Dr. Rhytheema Dulloo , Ph.D. in Marketing, is a leading researcher at the forefront of understanding consumer behavior in the digital age. Her doctoral dissertation, “Consumers' online shopping behavior through use of mobile apps in the e-tailing industry,” delves into the complex world of mobile commerce and its impact on consumer decision-making. This work has laid the foundation for her continued exploration of the consumer landscape, shaped by her keen interest in AI, marketing, consumer behavior, and retail management. Dr. Dulloo's research prowess was recently recognized with the “Best Research Project” award for her study on “Voice Based Artificial Intelligence Technologies: Study on User Acceptance in the Era of Digital Disruption.” This accolade demonstrates her profound understanding of the transformative power of AI and its potential to reshape the marketing landscape. Driven by an insatiable curiosity and a commitment to continuous learning, Dr. Dulloo actively invests in her professional development. Her academic journey extends beyond her Ph.D., boasting completed courses from prestigious institutions like the University of London (Research Methodology), University of Virginia (Introduction to Personal Branding), University of Illinois at Urbana-Champaign (Marketing Management) to name a few. This diverse academic exposure has equipped her with a comprehensive understanding of marketing fundamentals and the latest trends shaping the industry. Dr. Rhytheema Dulloo's journey and achievements serve as an inspiration to others aspiring to navigate the dynamic and ever-evolving world of marketing in the digital age.

Dr Alby Anand Kurian , PhD, a global marketing practitioner and theorist, is a senior faculty member at the University of Exeter Business School. Among the concepts he created and developed, ‘Conflict as a Marketing Tool’ has been published and republished by the Wharton Business School; ‘The Inclusion-Exclusion Game’ was published by the London School of Economics (LSE). Dr Alby brings to academia his industry experience in marketing. As Founder-Director of Emphasis, a marketing and strategy consultancy, Dr Alby has worked with multi-national majors ranging from Procter & Gamble, Unilever, and Colgate-Palmolive to Nestle, Coca-Cola and Pepsi Foods, on products such as Lays, Ariel and Coca-Cola. He is presently a consultant to one of the largest online supermarkets in the world. Dr Alby has been the founder Programme Director of the very successful Doctorate in Business Administration (DBA) programme in Singapore. He serves as the External Examiner of doctoral dissertations for universities in the UK and abroad. He has worked in New York, Mumbai, Singapore, China and Eastern Europe and lectured audiences from nearly every country in the world. He made a keynote address in Hangzhou to academics, bureaucrats and industry leaders titled ‘What’s Next for China’. His convocation address, 'The Indian Way', has been republished several times. In addition to his PhD in management, Dr Alby has three post-graduate qualifications - in management, education and law - all achieved with distinctive success.

Dr. Minja Bolesnikov , currently serves as the Vice President International Affairs at Swiss School of Business and Management, Geneva. MBA title earned at the University of Novi Sad, Faculty of Technical Science. He successfully defended his doctoral thesis “Business improvement model for companies within cyclical industries” and received his PhD title from the University of Novi Sad, Faculty of Technical Science, Serbia. He is elected as an assistant professor at the University of Novi Sad, Faculty of Technical Science, Serbia. Minja Bolesnikov is also member of the Board for development of Novi Sad School of Business, Novi Sad, Serbia. Minja is an author of several science/academic papers, such as: Leveraging AI to mitigate COVID-19 Disruption in Small and Medium Enterprises(2023), Perception of innovative usage of ai in optimizing customer purchasing experience within the sustainable fashion industry (2022), A study of digital marketing strategies adopted by chemical industries (2021), Development of a Business Model by Introducing Sustainable and Tailor-Made Value Proposition for SME Clients (2018), Improvement of business model for the companies within cyclical Industries (2019), “Green” jobs – competitive advantage of the economy, chance for growth and sustainable development (2012). His professional specialties cover development of new business models, restructuring to profitability, corporatization, development of sales platforms, client service development, lobbying and advocacy. Minja is a member of the Serbian Association of Managers since 2010 and member of Objectivity Board of IC Certification Center. He is Ambassador of Youth Business International program in Serbia and member of management board of FC “Vojvodina”, Serbia’s oldest premier league football club.

Prof Ilse Struweg is an Associate Professor in the Department of Marketing Management. She is based on the Bunting Road campus where she teaches Consumer Behaviour, Marketing Management and supervises post-graduate students. Prof Struweg has worked in higher education, both in academia and university management, locally and internationally since 2001. She completed her PhD at the University of Pretoria in 2005 and her research specializations include Strategic Integrated Communication, Integrated Marketing Communication, Public Relations and Qualitative research methodologies. Her teaching philosophy is based on developing and challenging students (beyond knowledge and skills), to become impactful, mindful citizens. Previously she held the position of Head of the School of Business and Economics at Monash University, Australia. Monash University also recognized her with an “Exceptional Achievement Award”. At age, 27, she earned a PhD in Strategic Integrated Communication and since then supervised students at various levels. He contributions have been acknowledged by reputable media outlets such as BBC World News, The Conversation and The Citizen.

Dr. K. Mathiyazhagan is working as a chairperson of Research Centre and Associate Professor, Thiagarajar School of Management, India. He is assistant editor in Technological Forecasting and Social Change (Elsevier) and associate editor in Business Strategy and the Environment (Wiley), Journal of Knowledge Management (Emerald), Management Decision (Emerald) and Environment, Development and Sustainability Journal (Springer) and edited many special issues in Journal of Business Logistics (JBL), International Journal of Logistics Management (IJLM), Sustainable Production and Consumption (Elsevier), and Socio-Economic Planning Science (Elsevier). Also, an editorial member in many reputed journals and have been listed among the Top 2% of scientists (Stanford's list of World's Top 2% scientists). His publications in numerous reputed journals, including IJPE, IJPR, PPC, IEEE TEM, JCP, RCR, etc., with more than 6000 citations. One of his awarded the Excellence Citation Award by Emerald Publisher Ltd. He is visiting faculty at the University of Rome Tor Vergata, Italy. Dr. K. Mathiyazhagan is Post Doc from University of Southern Denmark, Denmark [2016 – 2017] and Doctor of Philosophy (Ph.D.) in Supply Chain Management Thesis entitled, “Analysis of Pressures and Barriers for the Implementation of Green Supply Chain Management” from Dept. of Production Engineering, Industrial Engineering, National Institute of Technology, Tiruchirappalli [2010 – 2014].