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The Evolution of Marketing Strategy: Redefining the Marketing Mix with Artificial Intelligence (AI) – The 8As Framework
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Author(s): João Carlos Dias Santos (ISCA, University of Aveiro, Portugal), Claudia Pires Ribau (ISCA, University of Aveiro, Portugal)and Isabel Oliveira Martins (ISCA, University of Aveiro, Portugal)
Copyright: 2026
Pages: 54
Source title:
Marketing Strategies for the Internationalization of Businesses and Brands
Source Author(s)/Editor(s): Sandrina Francisca Teixeira (Polytechnic Institute of Porto, Portugal), Jorge Remondes (Polytechnic Institute of Porto, Portugal)and Sandra Zelaya (Pontifical University of Salamanca, Spain)
DOI: 10.4018/979-8-3373-1787-8.ch002
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Abstract
The rapid expansion of Artificial Intelligence (AI) is transforming marketing strategy, challenging the relevance of the traditional 4Ps framework. This chapter explores how AI-driven technologies can reconfigure core marketing principles and proposes a new model: the AI Marketing Mix (8As) — Algorithms, Adaptability, Automation, Analytics, Alignment, Authenticity, Amplification, and Accountability. This integrative framework embeds computational intelligence, dynamic responsiveness, and ethical orientation into marketing practice. Using a multi-method design — including a critical literature review, comparative analysis, and case studies — the chapter synthesises theory with empirical insights. Findings highlight AI's potential to drive hyper-personalisation, operational scalability, and strategic coherence, while addressing demands for transparency and sustainability
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