Some people seem to be more successful than others and we all wonder why; successful people think... more Some people seem to be more successful than others and we all wonder why; successful people think smart and use effective strategies to achieve their outcomes. By understanding people and how their knowledge and beliefs are created, one is provided with incredible insight into behaviour. It also allows you to use this smart thinking to create effective strategies at home, at the office, on the playing field, or anywhere you interact with people. Powerful and effective communication with others, created and formed with an understanding of reactions, gives you the competitive edge in any negotiation. We are all taught to sell ourselves and what we believe in, to impress others, to get our point across. Most of us never think smart beforehand and actually evaluate what a person wants to hear. By looking at the receiving end of communication, we can create more effective strategies in any situation without alienating or making the receiver defensive. By thinking smart about our strategi...
Artificial intelligence (AI) has grown in recent years in many fields: research, industry, pharma... more Artificial intelligence (AI) has grown in recent years in many fields: research, industry, pharmaceuticals, automobile and education. In marketing, AI has also been effective. The aim of this article is to explore the usage and effect of AI in marketing. The authors posed two study concerns which fields are applied to AI marketing and how AI impacts marketers. The authors carried out secondary data investigations with samples of AI used for marketing purposes in order to address these queries. The review of the illustration given demonstrates, while the implementations are manual, that AI is broadly integrated in marketing. This may be a result of the latest technologies being implemented cautiously and experimentally. Uncertainty about the AI implementation outcomes can influence the caution when applying these developments. In the position of marketing managers, the emerging AI assistants often participate as the results of the survey reveal that they are becoming an increasingly ...
The purpose of this chapter is to systematically review and explore the nature of marketing in hi... more The purpose of this chapter is to systematically review and explore the nature of marketing in higher education (HE) and consider the creation of value through the cocreation process. The objectives of the review were: to collect, document, scrutinize, and critically analyze the current research literature on value elements in marketing and how cocreation between the sender (school) and receiver (student) happens; to establish the scope of education marketing; to identify gaps in the research literature; and to make recommendations for further research in this field. The approach for this study entailed extensive searches of relevant business management and education databases on value-based marketing and cocreation. The intention was to ensure that, as far as possible, all literature in the field was identified – while keeping the focus on literature of greatest importance to the research question. The potential benefits of applying marketing theories and concepts which have been e...
ABSTRACT This research is concerned with the overarching impact of technology on marketing, and t... more ABSTRACT This research is concerned with the overarching impact of technology on marketing, and the need to review higher education marketing curriculum to reflect this impact. The research objectives are twofold: the identification of changes in marketing practice; and how these changes should be reflected in marketing degree programme structure. The ongoing research project involves a mixed methods approach. The qualitative phase comprised in-depth interviews and focus groups with a range of marketing managers in UK organisations. This comprehensive two-year phase was completed in 2008, laying foundations for further quantitative empirical investigation, due to be completed in 2010. The current paper compares generic findings from the qualitative data with current marketing education, through a qualitative content analysis of a range of major generic marketing textbooks. The principal conclusion drawn from the preliminary research findings is that there is a need for change in higher marketing education curriculum to reflect changes in the role of technology in marketing. Marketing theory as delineated by the leading marketing texts used as core reading by the majority of higher education providers is lagging behind marketing practice, creating the need for academic research and theory development into how marketing practice is responding to the digital age.
Dialectical Enquiry (DI) as a research method was used in the study of customer/student experienc... more Dialectical Enquiry (DI) as a research method was used in the study of customer/student experience and its management (CEM) in not for profit as higher education. The (DI) method is applied to senders, receivers of the customer experience across six English universities to gather real world data using an imposed dialectical structure and analysis. By conducting sixty interviews from the actors involved an extensive data base was developed., The enquiry was grounded in interviewing actors and their real experiences (the phenomena) from which data was analyzed to create scripts, themes and eventually three models of not for profit CEM. Seven for profit models of CEM were analyzed and compared to expose current assumptions, and do they fit in a not for profit setting. The motives and objectives for profit CEM centers on revenues and profits and lifetime value were the customer is manipulated to stay loyal to the organization., Not for profit CEM motives and objectives at universities w...
Some people seem to be more successful than others and we all wonder why; successful people think... more Some people seem to be more successful than others and we all wonder why; successful people think smart and use effective strategies to achieve their outcomes. By understanding people and how their knowledge and beliefs are created, one is provided with incredible insight into behaviour. It also allows you to use this smart thinking to create effective strategies at home, at the office, on the playing field, or anywhere you interact with people. Powerful and effective communication with others, created and formed with an understanding of reactions, gives you the competitive edge in any negotiation. We are all taught to sell ourselves and what we believe in, to impress others, to get our point across. Most of us never think smart beforehand and actually evaluate what a person wants to hear. By looking at the receiving end of communication, we can create more effective strategies in any situation without alienating or making the receiver defensive. By thinking smart about our strategi...
Artificial intelligence (AI) has grown in recent years in many fields: research, industry, pharma... more Artificial intelligence (AI) has grown in recent years in many fields: research, industry, pharmaceuticals, automobile and education. In marketing, AI has also been effective. The aim of this article is to explore the usage and effect of AI in marketing. The authors posed two study concerns which fields are applied to AI marketing and how AI impacts marketers. The authors carried out secondary data investigations with samples of AI used for marketing purposes in order to address these queries. The review of the illustration given demonstrates, while the implementations are manual, that AI is broadly integrated in marketing. This may be a result of the latest technologies being implemented cautiously and experimentally. Uncertainty about the AI implementation outcomes can influence the caution when applying these developments. In the position of marketing managers, the emerging AI assistants often participate as the results of the survey reveal that they are becoming an increasingly ...
The purpose of this chapter is to systematically review and explore the nature of marketing in hi... more The purpose of this chapter is to systematically review and explore the nature of marketing in higher education (HE) and consider the creation of value through the cocreation process. The objectives of the review were: to collect, document, scrutinize, and critically analyze the current research literature on value elements in marketing and how cocreation between the sender (school) and receiver (student) happens; to establish the scope of education marketing; to identify gaps in the research literature; and to make recommendations for further research in this field. The approach for this study entailed extensive searches of relevant business management and education databases on value-based marketing and cocreation. The intention was to ensure that, as far as possible, all literature in the field was identified – while keeping the focus on literature of greatest importance to the research question. The potential benefits of applying marketing theories and concepts which have been e...
ABSTRACT This research is concerned with the overarching impact of technology on marketing, and t... more ABSTRACT This research is concerned with the overarching impact of technology on marketing, and the need to review higher education marketing curriculum to reflect this impact. The research objectives are twofold: the identification of changes in marketing practice; and how these changes should be reflected in marketing degree programme structure. The ongoing research project involves a mixed methods approach. The qualitative phase comprised in-depth interviews and focus groups with a range of marketing managers in UK organisations. This comprehensive two-year phase was completed in 2008, laying foundations for further quantitative empirical investigation, due to be completed in 2010. The current paper compares generic findings from the qualitative data with current marketing education, through a qualitative content analysis of a range of major generic marketing textbooks. The principal conclusion drawn from the preliminary research findings is that there is a need for change in higher marketing education curriculum to reflect changes in the role of technology in marketing. Marketing theory as delineated by the leading marketing texts used as core reading by the majority of higher education providers is lagging behind marketing practice, creating the need for academic research and theory development into how marketing practice is responding to the digital age.
Dialectical Enquiry (DI) as a research method was used in the study of customer/student experienc... more Dialectical Enquiry (DI) as a research method was used in the study of customer/student experience and its management (CEM) in not for profit as higher education. The (DI) method is applied to senders, receivers of the customer experience across six English universities to gather real world data using an imposed dialectical structure and analysis. By conducting sixty interviews from the actors involved an extensive data base was developed., The enquiry was grounded in interviewing actors and their real experiences (the phenomena) from which data was analyzed to create scripts, themes and eventually three models of not for profit CEM. Seven for profit models of CEM were analyzed and compared to expose current assumptions, and do they fit in a not for profit setting. The motives and objectives for profit CEM centers on revenues and profits and lifetime value were the customer is manipulated to stay loyal to the organization., Not for profit CEM motives and objectives at universities w...
“ Data is the quantities, characters, or symbols on which operations are performed by a computer,... more “ Data is the quantities, characters, or symbols on which operations are performed by a computer, which may be stored and transmitted in the form of electrical signals and recorded on magnetic, optical, or mechanical recording media. Marketing is the action or business of promoting and selling products or services, including market research and advertising. A computer is an electronic device for storing and processing data, typically in binary form, according to instructions given to it in a variable program” (Oxford dictionary, 2019). In the current era, communication devices are devices or applications that provide communication in either close or far vicinity, they include as examples, Cellular and Smart phones, TV, radio, social media, SMS, Walkie-talkie, laptops, PDA’s, transducers (Schwartz et al, 1996).
Data is all around us, it is defined as ‘information’ typically in numeric form that is collected, analysed for prognosis using artificial intelligence (AI) and machine learning (ML). In a marketing contextualisation data driven marketing is part of the marketing knowledge system, the collection of data that helps with insight and understanding based on numerical facts to make informed strategic decisions. Today marketing uses ‘big data’ a term that describes sets of data that are large in capacity or complex in nature needing large data processing capacity to gain accuracy using four points (volume, variety, velocity and veracity). Enlightened marketers also use data to set KPI’s and metrics to measure performance and justify their actions. Marketing also uses data transmission to transfer data using a digital platform (Smith, 2003). The review of research literature provided a rich vain of factual evidence on the subject generated from critical and interpretative work in electronic media and hard copy. It covered conference papers, journals, books, reports and theses over ten years, which was organised, stored and analysed using SPSS.
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Papers by James Seligman
Data is all around us, it is defined as ‘information’ typically in numeric form that is collected, analysed for prognosis using artificial intelligence (AI) and machine learning (ML). In a marketing contextualisation data driven marketing is part of the marketing knowledge system, the collection of data that helps with insight and understanding based on numerical facts to make informed strategic decisions. Today marketing uses ‘big data’ a term that describes sets of data that are large in capacity or complex in nature needing large data processing capacity to gain accuracy using four points (volume, variety, velocity and veracity). Enlightened marketers also use data to set KPI’s and metrics to measure performance and justify their actions. Marketing also uses data transmission to transfer data using a digital platform (Smith, 2003).
The review of research literature provided a rich vain of factual evidence on the subject generated from critical and interpretative work in electronic media and hard copy. It covered conference papers, journals, books, reports and theses over ten years, which was organised, stored and analysed using SPSS.