Integrating Digital Marketing, Artificial Intelligence, and Green Marketing
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This book presents an
in-depth examination of the evolving intersection between digital marketing,
artificial intelligence (AI), and green marketing in the era of
sustainability-driven business transformation. As organizations face increasing
pressure to innovate responsibly, this work offers a comprehensive framework
for understanding how technology-enabled marketing strategies can
simultaneously enhance competitiveness, strengthen customer relationships, and
contribute to environmental and social well-being.
Drawing on recent academic
literature, industry trends, and interdisciplinary research, the book explores
how AI and big data analytics are reshaping the planning, execution, and evaluation
of digital marketing activities. It highlights advanced techniques—such as
machine learning–based content optimization, predictive modeling, and
automation—that transform decision-making processes and improve marketing
effectiveness.
At the same time, the book
integrates the principles of green marketing, emphasizing how
sustainability-oriented strategies influence consumer behavior, brand
perception, and long-term organizational performance. It investigates how
environmental responsibility, eco-labeling, and green value propositions can be
effectively communicated through digital channels supported by AI-driven
insights.
By bridging these three
domains, the book provides readers with a holistic view of how modern marketing
ecosystems can evolve toward ethical, data-driven, and sustainability-focused
practices. It is intended as a valuable resource for scholars, practitioners,
students, and policymakers interested in understanding the technological,
managerial, and societal implications of AI-powered sustainable marketing.
Beyond offering theoretical insights, the book outlines future research
directions and practical recommendations for adopting integrated digital and
green marketing strategies in an increasingly complex and environmentally
conscious world.
