Martech, Ai, & Automation: The Future of Marketing: Understanding, Applying, and Scaling Marketing Technology
暫譯: 行銷科技、人工智慧與自動化：行銷的未來：理解、應用與擴展行銷技術

Fuchs, Andreas

Martech, Ai, & Automation: The Future of Marketing: Understanding, Applying, and Scaling Marketing Technology
  • 出版商: Springer
  • 出版日期: 2026-07-14
  • 售價: $3,700
  • 貴賓價: 9.5 折 $3,515
  • 語言: 英文
  • 頁數: 216
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 3658511656
  • ISBN-13: 9783658511654
  • 相關分類: 行銷/網路行銷 Marketing、AI Coding

    • 海外代購書籍(需單獨結帳)

商品描述

Marketing is undergoing a radical transformation: companies face the challenge of strategically leveraging a flood of technologies, data, and automation opportunities. But how can MarTech and Artificial Intelligence be used effectively to secure competitive advantages?

This book combines scientifically grounded insights with practical best practices and helps bring clarity to the often-overwhelming MarTech landscape. Andreas Fuchs demonstrates how companies can make optimal use of their data foundation, create personalized customer experiences, and intelligently orchestrate marketing processes.

The Marketing Technology Framework serves as the structured foundation--from data strategy and smart segmentation to seamless cross-channel customer interaction. Numerous real-world examples and concrete recommendations make this book an indispensable guide for anyone who wants to leverage MarTech as a true engine of growth.

Contents

  • Why MarTech is the future of marketing
  • Know Phase: Building a solid data foundation
  • Analyze Phase: Understanding and predicting customer behavior
  • Orchestrate Phase: Creating a unified experience across all channels
  • Engage & Measure Phase: Measuring and optimizing marketing activities
  • Artificial Intelligence and automation in marketing


商品描述(中文翻譯)

行銷正在經歷一場根本性的轉變：企業面臨著如何策略性地利用大量的技術、數據和自動化機會的挑戰。但如何有效地使用行銷科技（MarTech）和人工智慧（Artificial Intelligence）來獲得競爭優勢呢？

本書結合了科學根據的見解與實用的最佳實踐，幫助讀者釐清經常令人感到不知所措的行銷科技領域。Andreas Fuchs 展示了企業如何最佳利用其數據基礎，創造個性化的客戶體驗，並智能地協調行銷流程。

行銷科技框架（Marketing Technology Framework）作為結構化的基礎——從數據策略和智能分群到無縫的跨渠道客戶互動。眾多的實際案例和具體建議使本書成為任何希望將行銷科技作為真正增長引擎的人不可或缺的指南。

**內容**

- 為什麼行銷科技是行銷的未來
- 知識階段：建立穩固的數據基礎
- 分析階段：理解和預測客戶行為
- 協調階段：在所有渠道創造統一的體驗
- 參與與測量階段：測量和優化行銷活動
- 行銷中的人工智慧和自動化

作者簡介

Prof. Dr. Andreas Fuchs is a Professor of Marketing and Digital Business at the Technical University of Applied Sciences Würzburg-Schweinfurt and a leading expert in marketing technology, marketing automation, and artificial intelligence. He is a keynote speaker and author, and publishes one of the leading marketing newsletters on Substack, "Future of Marketing", available at futureofmarketing.de

Previously, he co founded a company in the field of marketing automation and held various managerial roles in marketing and sales at one of Germany's largest technology enterprises. This rare combination of professor, entrepreneur, and author allows him to bridge science and practice and to provide clear orientation on how marketing is reinventing itself.

作者簡介(中文翻譯)

安德烈亞斯·福克斯教授是維爾茨堡-施韋因富特應用科技大學的行銷與數位商務教授，也是行銷科技、行銷自動化和人工智慧的領先專家。他是一位主題演講者和作者，並在Substack上發佈其中一份領先的行銷電子報《行銷的未來》，可在futureofmarketing.de獲得。

在此之前，他共同創立了一家行銷自動化領域的公司，並在德國最大的科技企業之一擔任過多個行銷和銷售的管理職位。這種教授、企業家和作者的罕見組合使他能夠橋接科學與實踐，並提供清晰的指導，說明行銷如何自我重塑。

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