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Artificial Intelligence in Relational Marketing Practice: CRM as a Loyalty Strategy
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Author(s): Jorge Figueiredo (Lusíada University, Portugal), Isabel Oliveira (Lusíada University, Portugal), Sérgio Silva (University of Porto, Portugal), Margarida Pocinho (Coimbra School of Health Technology, Polytechnic Institute of Coimbra, Portugal), António Cardoso (University Fernando Pessoa, Portugal)and Manuel Pereira (Polytechnic Institute of Viana do Castelo, Portugal)
Copyright: 2024
Pages: 24
Source title:
The Use of Artificial Intelligence in Digital Marketing: Competitive Strategies and Tactics
Source Author(s)/Editor(s): Sandrina Teixeira (Centre for Organizational and Social Studies (CEOS), Porto Accounting and Business School, Polytechnic of Porto, Portugal)and Jorge Remondes (Centre for Organizational and Social Studies (CEOS), Porto Accounting and Business School, Polytechnic of Porto, Portugal)
DOI: 10.4018/978-1-6684-9324-3.ch003
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Abstract
This chapter aims to address artificial intelligence as a driving force behind relationship marketing (RM) practices. In this sense, the communicational potential of the internet and the way marketing migrates to the digital area are highlighted. In addition, the importance of customer relationship management (CRM) is demonstrated in the development of the loyalty process, using its personalisation and customisation of the customer. Marketing, from a relational perspective, assumes an interactive marketing function, in a continuous, dialogical, and individualised process with the buyer. Marketing focuses on relationships and convergence, investing in attracting new members and maintaining them in a lasting way. This commitment of brands to attract and create engagement with the customer has as its main purpose, to create loyalty, with a view to future brand loyalty.
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