About the Book
In the world of contemporary marketing, a challenge exists — the relationship between data engineering, artificial intelligence, and the essential elements of effective marketing. Businesses find themselves at a crossroads, grappling with the imperative to navigate this complex landscape. This challenge serves as the backdrop for the exploration in AI and Data Engineering Solutions for Effective Marketing , a comprehensive reference tailored for academic scholars. Seamlessly integrating theoretical models with real-world applications, the book delves into critical facets of strategic and operational marketing. From the adoption of data science techniques to grappling with big data's vast potential, it offers a guide for academics seeking profound insights into the future of marketing strategies and their efficient execution. The primary objective of this book is to explore the integration of artificial intelligence and data engineering into the marketing process, offering a harmonious blend of theory and practice. Through rigorous analysis, it presents scientific contributions that not only showcase the potential of these technologies in enhancing marketing performance but also critically assess the obstacles and risks inherent in their implementation. The book encourages a reinvention of methodological approaches in marketing research, providing readers with a highly selective collection of advanced scientific research from renowned researchers and field experts. Designed for researchers, practitioners, and students with an interest in the intersection of artificial intelligence, data engineering, and marketing, this book serves as a guide for implementing new marketing management solutions and optimizing their operational efficiency. While the primary audience is researchers and practitioners in the field, the book is also tailored to benefit students seeking a deep understanding of the latest developments in marketing.
About the Author :
Lhoussaine Alla is a professor in management sciences at the National School of Applied Sciences, and a researcher at the LAREMEF laboratory, Sidi Mohamed Ben Abdellah University, Fez, Morocco. He is a permanent professor of various marketing management modules at Sidi Mohamed Ben Abdellah University in Fez (Morocco) and in several public and private business graduate schools. He is an accredited professional expert in Training Engineering, Professional Coaching and Mentoring young entrepreneurs. After a PhD thesis on creating value for the customer and its impact on the overall performance of companies, Prof. Lhoussaine Alla invested more in scientific research in marketing, through various scientific contributions in the form of participation in international conferences and symposia and scientific publications, in various themes inherent to Marketing (customer value creation, customer behaviour, e-marketing, customer experience, sales performance, Marketing Data Analytics, territorial marketing, territorial attractiveness, territorial economic intelligence, ...), finance (stock market performance, financial analysts, financing package,...), entrepreneurship (entrepreneur profile, startups, entrepreneurial resilience,...), tourism (tourist attractiveness, visitor behaviour, tourism, performance of tourist destinations,...), logistics (SC, SCM, SSCM, Green SCM, logistics performance,...). Prof. Lhoussaine ALLA is also (co)editor of the e-book “Integrating Intelligence and Sustainability into supply chains. IGI Global. DOI: 10.4018/979-8-3693-0225-5” and Editor-in-chief of the scientific journal Alternatives Managériales et Economiques (AME), indexed by IMIST-CNRST and Cairn. Prof. Lhoussaine ALLA is also (co)coordinator of many scientific events devoted to marketing research. As a scientific and educational accumulation, in his capacity as editor of numerous books, especially in collaboration with IGI Global, Prof ALLA has been able to mobilize a large community of imminent researchers and experts on a global scale, to share the fruits of their relevant and innovative research in the implementation, supervision, evaluation, control and reinvention of innovative solutions developed through data engineering and AI in marketing. He is co-editor of several collective works including: “Integrating Intelligence and Sustainability in Supply Chains”, “AI and Data Engineering Solutions for Effective Marketing”, “Data Collection and Analysis in Scientific Qualitative Research”, Applying Qualitative Research Methods to Management Science, Utilizing Technology to Manage Territories, Sustainable and Intelligent Territorial Marketing and Entrepreneurship. Prof ALLA is the coordinator of a team of young researchers very dynamic and talented, with complementary profiles, creating a friendly space for high-level scientific research. Prof. Dr. Badr Bentalha teaches Supply Chain and Operations Management at National School Of Business and Management – Fez, Sidi Mohamed Ben Abdellah University – Morocco. Dr. Bentalha investigates the structural dynamics and control of complex networks, applying his findings to supply chain management, Industry 4.0, risk analysis, and digital supply chains. His pioneering research has established seminal academic and practical approaches for sustainable and intelligent supply chain optimization. Using optimization, simulation, control theory, and AI, he tackles real-world supply chain and operations challenges. His work emphasizes the intersection of supply chain management, operations research, industrial engineering, and digital technology. As a professor, he teaches undergraduate, graduate, and, doctoral courses in operations management, supply chain management, logistics, management information systems, and strategic management. Through guest lectures, webinars, and scholarly presentations, he engages students and fosters an active learning environment. He aims to equip future industry leaders with the management knowledge and technological skills to build more resilient, adaptable, and sustainable supply chain operations. Dr. Bentalha's academic background includes management and economics, operations research, and supply chain management. He studied management operations and supply chain management, graduating with honors. He earned PhD degrees and completed an aggregation in economics and management. Before entering academia, he primarily worked in industry and consulting, focusing on process optimization in manufacturing, logistics, and ERP systems. His practical experience includes numerous operations research and process optimization projects for operations design, logistics, scheduling, and supply chain management. Before joining the Fez National School of Business and Management, he was a professor of economics and management preparatory classes since 2009. Dr. Bentalha's influential research is cited in supply chain management and logistics. His publication record includes over 60 papers in prestigious academic journals such as the International Journal of Logistics Systems and Management, International Journal of Business Performance Management, International Journal of Business and Technology Studies, Journal of Environmental Issues and Climate Change, and Economical Managerial Alternatives. He is also the author of three books: Netnography: Principles, Method, and Ethics, Internal Audit of Treasury and Cash Management: Report on the Audit of Treasury and Integrating Intelligence and Sustainability in Supply Chains. Professor Bentalha specializes in supply chain and operations management, operations research, and service management. He is passionate about integrating knowledge across disciplines to solve real-world problems. He has delivered numerous invited plenary talks, keynotes, and panel discussions at conferences and global webinars. He serves as Associate Editor of the Economical Managerial Alternatives journal and is on the editorial boards and advisory committees of several other publications. He regularly presents his research and has chaired organized program committees, and served on advisory boards for over 60 international conferences in supply chain management, operations, management studies, control theory, and information science. He is a member of numerous scientific committees of international journals and conferences. Since 2009, Mr. Bentalha has helped sundry companies implement an audit system, resolve issues, and improve performance.
