Portal de Periódicos da CAPES

Artificial Intelligence in Relational Marketing Practice

2023; IGI Global; Linguagem: Inglês

10.4018/978-1-6684-9324-3.ch003

2327-5529

Jorge Figueiredo, Isabel Oliveira, Sérgio Silva, Margarida Pocinho, Antônio Cardoso, Manuel Sousa Pereira,

Service and Product Innovation

This chapter aims to address artificial intelligence as a driving force behind relationship marketing (RM) practices. In this sense, the communicational potential of the internet and the way marketing migrates to the digital area are highlighted. In addition, the importance of customer relationship management (CRM) is demonstrated in the development of the loyalty process, using its personalisation and customisation of the customer. Marketing, from a relational perspective, assumes an interactive marketing function, in a continuous, dialogical, and individualised process with the buyer. Marketing focuses on relationships and convergence, investing in attracting new members and maintaining them in a lasting way. This commitment of brands to attract and create engagement with the customer has as its main purpose, to create loyalty, with a view to future brand loyalty.