Artificial Intelligence and Data Analytics in Marketing Strategy

This edited collection examines how artificial intelligence and data analytics are understood, adopted, and applied in emerging markets, where technological transformation is rapid, but often shaped by infrastructure limitations, resource constraints, regulatory change, cultural diversity, and evolving consumer behaviour.

Drawing on perspectives and examples from several emerging and developing economy contexts, including Oman, Zimbabwe, South Africa, Nigeria, Ghana, Namibia, Kenya, India, Brazil, Morocco, Vietnam, and broader African and Southern African market settings, the book provides readers with a richer understanding of how AI and data analytics are reshaping marketing strategy beyond dominant Western and developed-market assumptions.

Overall, the book positions emerging economies as important sites of marketing innovation, digital experimentation, and strategic transformation. In doing so, the authors offer a distinctive contribution to global marketing scholarship by demonstrating how AI and data analytics can be applied in ways that are locally relevant, ethically responsible, commercially useful, and aligned with sustainable development priorities. 

For readers, the book offers a context-sensitive and practice-oriented understanding of AI and data analytics in marketing strategy, making this a valuable read for students, researchers and policy makers.

Reason Masengu  is a highly experienced Senior Lecturer of Business Management at Middle East College in Muscat, Oman, with over 7 years of experience in higher education. Dr. Masengu holds a Ph.D. in Business Management (Marketing), a Master of Commerce in Marketing Strategy, and a B-Tech Hons in International Marketing. Dr. Masengu is a Fellow of the Chartered Institute of Marketing, Certified Practising Marketer - Australia Marketing Institute, and Senior Manager Member - Marketers Association of Zimbabwe.  Option Takunda Chiwaridzo  is studying for his PhD in Business Administration at the University of Science and Technology, Beijing, China. For the past 8 years, Mr. Chiwaridzo has worked at the Ministry on SMEs in Zimbabwe. He has also been a part-time lecturer for 4 years at the Izeikel Guti University in Zimbabwe. Fainos Chokera is Lecturer in the Department of Information and Marketing Sciences at Midlands State University, Zimbabwe. He has a PhD in Leadership - Marketing Studies from the University of KwaZulu-Natal, South Africa. He is a full member of the Institute of Administration and Commerce and a member of the Marketers Association of Zimbabwe.