喻园管理论坛2024年第93期(总第1025期)

演讲主题：Transformative Marketing

主讲人：V.Kumar 加拿大布洛克大学教授

主持人：戴鑫 管理学院副院长、市场营销系教授

活动时间：2024年10月23日（周三）15:30-17:00

活动地点：管院大楼219室

主讲人简介：

V.Kumar目前是加拿大布洛克大学（Brock U.）古德曼商学院市场营销学教授和古德曼研学合作教授，美国营销科学学会学术委员会副主席、会士，国家级人才计划入选者。Journal of Marketing（2014-2018）前任主编和12种国际权威商业期刊的现任主编、副主编。

他是唯一获得美国营销学科全部八项终身成就奖的学者。他出版了30本专著，发表了350多篇论文，其中UTD、FT期刊论文超过60篇。2007-2016年间他是在UTD24上发表论文排名世界第一的营销学者（AMA Sig,2016）。

活动简介：

Considering the influences of new-age technologies in the marketing function, such as artificial intelligence (AI), generative AI, metaverse, robots, machine learning (ML), drones, Internet of Things (IoT), and blockchain, Kumar and Kotler (2024) define transformative marketing in this context as“the usage of new-age technologies and human insights to revolutionize how businesses and customers interact to create more personalized and immersive experiences to engage customers with superior value offerings over competition in exchange for profits for the firm and benefits to all stakeholders.”

How did we get here? What is the potential for new-age technologies in marketing? What strategies, capabilities, and resources can we explore to prepare? By examining the attributes of these eight key technologies, their larger impact on marketing management, and taking a closer look into countries currently making advancements, we can better understand how new marketing advancements in a digital world emerge.