Management Studies and Business Journal
Vol. 1 No. 3 (2024): Management Studies and Business Journal (PRODUCTIVITY)

The Influence of Digital Technology on Marketing Strategy

Purnawati, Elisa (Unknown)

Article Info

Publish Date
27 Mar 2024

Abstract

The alignment of Artificial Intelligence (AI) Technology in marketing has revolutionized market segmentation and marketing strategies. This paper examines the factors that influence the relationship between the use of AI in market segmentation and marketing strategy, including data and resource availability, organizational readiness and corporate culture, and legal and ethical considerations. Through a comprehensive literature review and analysis, this study identifies key hypotheses and discusses their implications for future research and practice. Despite challenges such as privacy concerns and ethical dilemmas, the integration of AI in marketing provides significant opportunities for enhanced customer experiences and better business performance.

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Journal Info
Management Studies and Business Journal
Website

Abbrev

productivity

Publisher

PT Penelitian dan Pengembangan Ilmu

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Management Studies and Business Journal (PRODUCTIVITY) reviewed covers theoretical and applied research in the field of Management and Business. Priority is given to those articles which satisfy the main scope of the journal, and have an impact in the research areas of interest. PRODUCTIVITY Journal ...