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Blake C: AI Marketing Mastery

AI Marketing Mastery

Techniques for Success

See how marketing shapes the brands, products, and experiences you encounter every day. Pride and Ferrell's "Marketing," 22nd Edition helps you build real-world marketing skills through engaging examples, current trends, and hands-on activities. Explore topics such as AI, digital and global marketing, social media, and sustainability while learning how businesses connect with customers and solve marketplace challenges. Interactive cases, career-focused features, and Marketing Plan in Action activities help you apply what you learn and develop the critical-thinking, communication, and problem-solving skills employers value. With Cengage's learning platform, MindTap, you'll benefit from guided AI-powered support, interactive learning tools, video-based assignments, and real-time feedback -- making it easier to understand concepts, stay engaged, and prepare for success in your coursework and future career.

Marketing

Unlock your marketing potential with actionable AI insights to supercharge customer engagement and retention.&nbsp; Customer Intelligence: Know Your Buyer to Transform Your Marketing&nbsp;by Eli Schwartz tackles the common pitfalls businesses face&nbsp;when&nbsp;they make&nbsp;incorrect assumptions about their customers.&nbsp;Relying on his experience working with&nbsp;companies like Google and Tinder, Schwartz guides&nbsp;you&nbsp;through understanding and&nbsp;leveraging&nbsp;AI to strengthen&nbsp;your&nbsp;marketing strategies and truly resonate with&nbsp;your&nbsp;customer base.&nbsp; The book provides a robust framework for&nbsp;identifying&nbsp;and understanding customer needs, helping&nbsp;you&nbsp;avoid costly marketing mistakes. Through real-world examples, Eli Schwartz&nbsp;demonstrates&nbsp;how AI can transform your strategies, ensuring not only attraction but retention of a loyal customer base.&nbsp; Inside the book:&nbsp; <ul> <li>Discover the pivotal role of customer insights in marketing success&nbsp;</li> </ul> <ul> <li>Learn to&nbsp;leverage&nbsp;AI for authentic customer connection&nbsp;</li> </ul> <ul> <li>Avoid the cost of marketing missteps with proven strategies&nbsp;</li> </ul> Whether you are a seasoned marketing professional or a business looking to enhance its customer engagement,&nbsp;Customer Intelligence is designed for those who wish to harness the power of AI for effective marketing and loyalty building. This book will equip you with the tools needed to make informed decisions that align with your customers' real desires and motivations.&nbsp;

Know Your Buyer to Transform Your Marketing

Customer Intelligence

Leading experts on greenwashing offer a playbook for achieving competitive advantage by combatting misleading claims and building trust. Greenwashing has reached epidemic proportions, and consumer confidence in business sustainability commitments is falling. Those most affected by greenwashing are genuine green firms, and companies truly committed to sustainability goals can find it hard to communicate their commitments and distinguish themselves in this sea of greenwash. These companies need to confront their rivals head on to win the trust of stakeholders. From Greenwash to Green Trust offers a new paradigm for how to gain and maintain competitive advantage in a world of exaggerated green claims. &nbsp;&nbsp;Building on more than a decade of research on greenwashing, Tom Lyon and Wren Montgomery offer a three-step approach for companies determined to rise above their greenwashing competitors:&nbsp;&nbsp; <ul> 	<li> 		Understand why trust has been broken: First, learn how greenwashing works, and hurts, in today's world.&nbsp;&nbsp; 	</li> 	<li> 		Build trust: Then, look in the mirror, acknowledge your own shortcomings, and substantiate your company's commitment to sustainability goals. 	</li> 	<li> 		Leverage trust: Finally, create powerful relationships to outcompete greenwashers and turn integrity into lasting advantage. 	</li> </ul> In the end, the message of From Greenwash to Green Trust is a positive one. While there are plenty of businesses doing the "right" thing on sustainability, with this novel strategic approach to beating greenwashing, businesses can center transparency and trust—to restore consumer confidence and support rapid growth.

How Honest Firms Win in a World of Spin

From Greenwash to Green Trust

Build category leadership by combining community momentum, AI-enabled strategy and faster brand decision-making. Marketing at Velocity is a strategic implementation guide for senior marketing leaders who want to build brands that compound value, strengthen market position and keep earning relevance in fast-moving categories. Written by brand and marketing strategist Arnt Eriksen, who brings over 30 years of experience, this book connects proven brand-building principles with the systems shaping the next decade of growth. It translates AI, community dynamics, decentralized ownership and strategic speed into practical marketing strategy for enterprise and growth-stage organizations. Drawing on field-tested frameworks including the One Rule Formula, Velocity Loops and the Decentralized Brand Scorecard, this book equips leaders to: - Build compounding brand momentum Apply AI to improve precision - Turn community into strategic advantage - Strengthen leadership through frameworks - Implement practical actions quickly Featuring real-world examples from Nike, Adidas, Lufthansa, Starbucks and other major organizations, Velocity Marketing gives senior marketing professionals the tools to lead with confidence, accelerate learning and build brands that never stop earning their place. Themes include: brand strategy, AI marketing, community-led growth, category leadership, decentralized brands, marketing transformation

B2B Brand Building, Momentum and Category Leadership

Marketing at Velocity

"SELL," 8th Edition helps you build the professional selling skills valued in today's marketplace. Updated and streamlined content covers the latest sales concepts, industry practices, and technologies, including the role of artificial intelligence in the selling process. Learn how to build customer relationships through storytelling, customer engagement, customer experience strategies, ethical decision-making, and virtual selling techniques. Real-world case studies, role-play activities, and end-of-chapter case studies help you apply key concepts to real-world sales challenges. Cengage's learning platform, MindTap, supports your learning experience by providing you with instant access to course content, quizzes, homework, study tools, and more.

Sell

Routledge Advances in Management and Business Studies

Sustainability has become a key priority for organisations across business markets and networks, yet understanding how it is enacted within and across business relationships remains an important challenge. At the heart of these relationships are humans: people who interpret sustainability, make decisions, negotiate priorities, develop relationships, and translate sustainability ambitions into practice. This book explores the human side of sustainability in business-to-business (B2B) marketing, foregrounding the role of human actors in relationships, organisations, networks, and wider systems.Across five parts, the book brings together conceptual perspectives and empirical studies examining how managers, employees, and other actors understand and enact sustainability in diverse B2B contexts. The chapters address topics including sensemaking, sustainable business relationships, circularity transitions, competence development, employee behaviour, humanistic management, governance, social sustainability, and sustainable procurement. Together, the contributions reveal sustainability as a multilevel and relational process shaped by the interplay between human agency, organisational practices, business relationships, and broader network and institutional contexts.The book will be of interest to researchers, academics, and students in B2B marketing, business relationships and networks, and sustainability, as well as managers and practitioners seeking to understand how sustainability is interpreted, negotiated, and implemented in practice.

The Human Side of Business Relationships

B2B Marketing and Sustainability

Understand how artificial intelligence is transforming marketing strategy and practice. Artificial Intelligence in Marketing by Kshitij Bhoumik is designed for upper-level undergraduate and postgraduate students studying AI in marketing, digital marketing and contemporary marketing strategy. Bridging the gap between technical capability and marketing decision-making, this textbook considers how AI supports segmentation, targeting, personalization, content creation and performance analysis. From generative AI in campaign development to predictive analytics and social media trend detection, students explore how AI tools enhance marketing effectiveness while maintaining brand integrity and customer trust. Reflective questions and applied exercises at the end of chapters challenge students to engage with current AI tools to create their own marketing content and strategies. This textbook includes: - Clear explanations of foundational marketing principles applied through AI - Structured ethical debates and critical thinking activities in every chapter - Real-world examples from global brands such as Bloom &amp; Wild, Monzo, Heinz, Glossier and Duolingo to illustrate how theory translates into measurable business outcomes - Additional online resources to encourage ongoing learning of new developments and debates in AI Whether preparing for assessment or building future-ready marketing expertise, Artificial Intelligence in Marketing provides students with the analytical skills and strategic confidence to apply AI responsibly and effectively in modern marketing practice.

Theory, Ethical Practice and Strategy

Artificial Intelligence in Marketing

Learn how to think and act like a marketer in today's dynamic, technology-driven business environment with Ferrell, Hartline, and Hochstein's "Marketing Strategy," 9th Edition. This edition helps you develop customer-focused marketing strategies and successful marketing plans with a reader-friendly approach that connects concepts to real-world business decisions. Updated content explores how AI, analytics, automation, digital platforms, and evolving consumer behaviors are transforming marketing strategy. Explore generative AI, predictive analytics, content marketing, dynamic pricing, customer decision journeys, brand loyalty, and data ethics. Real-world examples show how organizations compete in changing markets -- helping you learn how to analyze opportunities, understand customer needs, develop effective strategies, and implement marketing plans that create value.

Marketing Strategy

DISCOVER OVER 150 VALUABLE STRATEGIES TO MASTER B2B MARKETING WITH THIS EXTENSIVE HOW-TO GUIDE 150+ More Best Practices for B2B Marketing Success, a follow-up to&nbsp;250+ Best Practices for B2B Marketing Success,&nbsp;is a step-by-step guide to becoming a leading B2B marketing professional. Alexander Kesler, a seasoned marketing practitioner and thought leader, wrote this book as the ultimate resource for every level of B2B professional, from those taking their first steps into the B2B marketing world to the most experienced marketers. 150+ More Best Practices for B2B Marketing Success&nbsp;synthesizes best practices that can take years to learn into an easy-to-understand (and easy-to-implement) guide. The information in this book is proven, ready-to-use, and contains steps that most marketers can apply right away—on everything from crafting content to measuring its effectiveness at the campaign’s end. Short and to the point, marketers can apply the advice presented here at any point in their career, from college to the boardroom, for any business.&nbsp;Each practice is broken down into an easily digestible snapshot that lays out the most effective ways to implement each strategy. If you are a digital marketing or business leader who grapples with the problems and challenges of today’s multi-faceted and ever-evolving industry, 150+ More Best Practices for B2B Marketing Success&nbsp;will help you implement proven strategies into your own B2B marketing initiatives with accomplished ease.

Next-Level Strategies

150+ Best Practices for B2B Marketing Success

This book summarizes the "rules of the service game" and presents the distilled lessons from three leaders' decades-long experience in consulting, teaching, and research on service, summarizing the "rules of the game" they have learned. In particular, the authors emphasize that people (customers, employees, and managers) remain a prominent key to success in service, regardless of the level and extent of technology, robotics, and artificial intelligence (AI) involved.Embracing the social psychology of the various stakeholders and the settings in which they interact is critical for the long-term health of service organizations because this is what can yield sustainable competitive advantage. To be effective, service leaders need to understand the complexities of people so that they can create and support appropriate psycho-social contexts in their organizations.This book draws on the interrelated disciplines of social psychology, organizational behavior, and organizational psychology to distill fundamental principles that help inform the effective management of people and their organizational contexts. This book summarizes the most important "rules of the game" on how to build effective service organizations for people to innovate, design, and co-create value.Rules of the Service Game provides a sharp and concise summary of how to manage a service organization by three thought leaders in this field. It reveals how people are central to the development of services whether those are delivered via technology, personally, or -- more likely -- a combination of these. This book deals with the organizational and contextual issues that produce the service quality marketing promotes. A central focus of the book is talent management -- how to attract, retain, and manage the talent necessary for creating and implementing the wide range of service delivery systems that will be required in the future.

Rules of the Service Game: What Service Leaders Need to Know

Blending expert insights with real-world trends, 'Marketing' gives students the skills to understand, adapt, and succeed in today's fast-changing marketing environment. Marketing theory is brought to life through a range of contemporary examples, market insights and practitioner insights, featuring companies and well-known industry names such as Roche (South Africa), Google (US), KN Logistics (France), and Fjällräven (Sweden), and covering key trends and discourse relating to AI, social media and digital influences in marketing.

The second edition of Strategic Brand Management and Development provides a comprehensive, multi-perspective approach to creating and marketing successful brands, now updated with new content on brand purpose, AI in branding, and expanded case studies including a brand of Indian origin.Readers will gain practical knowledge for developing effective brand strategies through the book's unique combination of managerial, socio-cultural, and psychological perspectives. New features include chapter-opening concept summaries for quick reference, expanded coverage of brand equity models, and new sections on brand purpose and AI in branding. The addition of two in-depth global brand case studies allows readers to see the interconnections between different branding concepts in real-world applications, while updated content on brand activism and aesthetic strategies reflects current industry trends.This textbook is designed for undergraduate and postgraduate students studying brand management, marketing strategy, and consumer behaviour who already possess fundamental marketing knowledge. It is particularly suitable for courses in Strategic Brand Management, Branding, and Brand Design in higher education institutions.Supporting materials include PowerPoint slides with additional content and an updated document with links to sources and examples that can be used in classroom teaching.

An Interdisciplinary Approach to Marketing Successful Brands

Strategic Brand Management and Development

AI Marketing Mastery

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