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Adapting Global Communication and Marketing Strategies to Generative AI by Albérico Travassos Rosário

Adapting Global Communication and Marketing Strategies to Generative AI

by Albérico Travassos Rosário , Anna Carolina Boechat
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Book cover type: Hardcover
  • ISBN13: 9798337325026
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: IGI Global
  • Publisher Imprint: IGI Global
  • Publication Date:
  • Pages: 600
  • Original Price: GBP 178.6
  • Language: English
  • Edition: N/A
  • Item Weight: 958 grams
  • BISAC Subject(s): Marketing / General

In a rapidly evolving global landscape, communication and marketing undergo transformative changes driven by advancements in generative artificial intelligence (GAI), shifting consumer values, and the rise of new cultural paradigms. Traditional strategies are no longer sufficient to capture the attention and trust of discerning audiences. Today, marketers and researchers grapple with the implications of integrating these novel technologies into communication practices. Further research is necessary to understand the cultural shifts needed to develop authentic, engaging, and personalized messages that resonate with diverse, global audiences. Adapting Global Communication and Marketing Strategies to Generative AI examines how communication strategies and marketing techniques are adapting to the demands of GAI. It explores transformative trends in communication and marketing, focusing on GAI, sustainability, and evolving consumer behaviors. This book covers topics such as blockchain, ethics and law, and neuromarketing, and is a useful resource for business owners, marketers, computer engineers, academicians, researchers, and scientists.

Boechat, Anna Carolina: - Anna Carolina Boechat completed her PhD in Strategic Communication with the highest grade at University NOVA of Lisbon, and has worked as an Assistant Professor at prestigious Portuguese institutions such as IADE, University NOVA of Lisbon, Lusíada University of Lisbon, and the Portuguese Catholic University. She is also Marketing & Communication Scientific and Pedagogical Coordinator at IADE, Academic Supervisor, and participates in national and international scientific events as a speaker/conferencist. She develops Business Consulting projects in the areas of Marketing and Strategic Communication and is specialized in the following topics: Marketing, Strategic Marketing, Sports Marketing, Advertising, Communication, Strategic Communication, Project Management, Consumer Psychology, Market Research, Brand Management, and Corporate Social Responsibility. As an Integrated Researcher at UNIDCOM/IADE, Anna Carolina Boechat has been developing projects and publications in the areas of Strategic Communication, Marketing, Brands, Consumer Behavior, Corporate Social Responsibility, Sustainability, and Metaverse. She has over 10 years of exclusive corporate experience in Marketing

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