Development of Proposition on Marketing Intelligence on Distributors’ Process Optimisation

EasyChair Preprint 7168

Abstract

In the most abstract way, artificial intelligence (AI) allows human work to be shifted toward technological systems that are currently not fully capable. Following this, the domain of retail can be sketched as a natural fit for the application of AI tools, which are known for their high proportion of human work and concurrent low profit margins. This paper aims to explore the current dissemination of the application of AI within the industry. The value-added core tasks of retail companies are examined to determine the possible utilization and the market adoption within the globally largest retail companies is given. The paper sets out to explain how vertically integrated organisational marketing systems can integrate the marketing decision-making process of suppliers, manufacturers, and marketing channel members and also to make clear why it is necessary for marketers to use marketing intelligence and why they need to pay attention to security issues. The paper also aimed to show why retail marketing strategists and planners need to develop long-term relationships capable of building business partnerships based on mutual trust. To show how the relationship marketing principle underpins the implementation of retailing strategy.

Keyphrases: Artificial Intelligence, Marketing Intelligence, Retailing

@booklet{EasyChair:7168,
  author    = {P Divakar},
  title     = {Development of Proposition on Marketing Intelligence on Distributors’ Process Optimisation},
  howpublished = {EasyChair Preprint 7168},
  year      = {EasyChair, 2021}}