The use of artificial intelligence to improve the agility of tactical marketing plans in South Africa

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dc.contributor.author Kalan, Mithun
dc.date.accessioned 2011-05-05T08:56:40Z
dc.date.available 2011-05-05T08:56:40Z
dc.date.issued 2011-05-05
dc.identifier.uri http://hdl.handle.net/10539/9655
dc.description MBA - WBS en_US
dc.description.abstract The complexities of markets are increasing and the competition is becoming more intense between rivals within industries and sometimes across industries. Historically artificial intelligence technology has been implemented on strategic aspects of marketing with limited coverage of the tactical aspects. This study intends to explore the ability of artificial intelligence technology to improve the agility of tactical marketing plans in South Africa. In-depth semi-structured interviews were used to obtain the views of marketing professionals and technology professionals. The main findings were that there are many elements of the marketing mix that can be modelled by a computer. Once modelled, artificial intelligence technology can be used to understand the market dynamics and support decisions for the most appropriate course of action in the implementation of a marketing plan. The use of the technology will increase the speed of response and therefore improving the agility of tactical marketing plans en_US
dc.language.iso en en_US
dc.subject Marketing plans en_US
dc.subject Marketing en_US
dc.subject Artificial intelligence en_US
dc.title The use of artificial intelligence to improve the agility of tactical marketing plans in South Africa en_US
dc.type Thesis en_US


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