Examinando por Autor "Apostolov Romanenko, Carolina"
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Ítem AI IMPLEMENTATION IN MARKETING STRATEGY FORMULATION: THE USE CASES OF AMAZON AND NETFLIX(Universidad Rey Juan Carlos, 2024-03-14) Apostolov Romanenko, CarolinaThis paper reviews the role of Artificial Intelligence in marketing strategy formulation and how companies must appropriately implement it in their processes, considering the technologies available in the market, the current trends, strategies, ethics and challenges.