Article Per Year (5 Year)
p-Index From 2020 - 2025
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All Journal The Asian Journal of Technology Management (AJTM) Business, Accounting and Management Journal
Ali , Natheer Yaseen
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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HARNESSING ARTIFICIAL INTELLIGENCE IN MODERN MARKETING: STRATEGIES, BENEFITS, AND CHALLENGES Zangana, Hewa; Omar , Marwan; Ali , Natheer Yaseen
Business, Accounting and Management Journal Vol. 2 No. 02 (2024): Business, Accounting and Management Journal
Publisher : tesco publisher

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Abstract

In recent years, integrating Artificial Intelligence (AI) into marketing strategies has revolutionized the industry, providing businesses with unprecedented tools to analyze consumer behavior, personalize customer experiences, and optimize campaign performance. This paper explores the multifaceted impact of AI on modern marketing, highlighting key strategies businesses employ, the benefits realized through enhanced data analytics, automation, and customer engagement, as well as the challenges and ethical considerations accompanying AI adoption. By examining current trends and case studies, this study aims to provide a comprehensive understanding of how AI shapes the future of marketing, offering insights into best practices and potential pitfalls for marketers navigating this rapidly evolving landscape.
Enhancing IT Project Agility Through Effective Change Management Strategies Zangana, Hewa Majeed; Omar , Marwan; Ali , Natheer Yaseen; Abdullah , Dilovan Taha
The Asian Journal of Technology Management (AJTM) Vol. 18 No. 1 (2025): (In Progress Issue)
Publisher : Unit Research and Knowledge, School of Business and Management, Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2025.18.1.2

Abstract

In the dynamic landscape of Information Technology (IT) projects, agility is paramount for success. This paper explores the critical role of effective change management strategies in enhancing IT project agility. By integrating change management practices with agile methodologies, organizations can better adapt to evolving requirements and unexpected challenges. This study examines key change management principles and their application within agile frameworks, highlighting best practices and case studies that demonstrate successful outcomes. The findings suggest that a proactive and flexible approach to change management not only mitigates risks but also accelerates project delivery and improves stakeholder satisfaction. Ultimately, the synergy between change management and agility can significantly enhance the performance and resilience of IT projects.
Co-Authors Abdullah , Dilovan Taha Omar , Marwan Zangana, Hewa Zangana, Hewa Majeed