AI & Big data : ο ρόλος τους στο σχεδιασμό σύγχρονων στρατηγικών ψηφιακού μάρκετινγκ μικρών επιχειρήσεων

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Vydáno v:	PQDT - Global (2025)
Hlavní autor:	Γεννηματά, Θεοδώρα
Vydáno:	ProQuest Dissertations & Theses
Témata:	Digital marketing Big Data Machine learning Natural language processing Artificial intelligence Internet of Things Business to business commerce Information technology Marketing
On-line přístup:	Citation/Abstract Full Text - PDF Full text outside of ProQuest
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Popis
Abstrakt:	This dissertation investigates the role of Artificial Intelligence (AI) and Big Data analytics in the strategic design of digital marketing for small businesses. Through an empirical approach, the study examines how these technologies can enhance operational efficiency, personalize customer experiences, and leverage data for the development and implementation of effective marketing strategies. Simultaneously, it highlights the challenges and barriers faced by small businesses in adopting these technologies, while identifying opportunities for digital transformation and the maintenance of competitive advantage. The study provides a comprehensive overview of current trends, tools, and strategies shaping the future of digital marketing in small enterprises, as well as the implications of technological advancements within this sector.
ISBN:	9798270200749
Zdroj:	ProQuest Dissertations & Theses Global