Implementing Artificial Intelligence in Traditional B2B Marketing Practices: An Activity Theory Perspective

Anecdotal evidence suggests that artificial intelligence (AI) technologies are highly effective in digital marketing and rapidly growing in popularity in the context of business-to-business (B2B) marketing. Yet empirical research on AI-powered B2B marketing, and particularly on the socio-technical a...

Descripción completa

Detalles Bibliográficos
Autores principales: Keegan, Brendan James, Dennehy, Denis, Naudé, Peter
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer US 2022
Materias:
Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9134975/
https://www.ncbi.nlm.nih.gov/pubmed/35637917
http://dx.doi.org/10.1007/s10796-022-10294-1

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9134975/
https://www.ncbi.nlm.nih.gov/pubmed/35637917
http://dx.doi.org/10.1007/s10796-022-10294-1

Ejemplares similares