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Volume 16 (2024): Issue 1 (May 2024)

Open Access
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NIM Marketing Intelligence Review
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Issue 2 (November 2024) - Platform Business
Issue 1 (May 2024) - Generative AI – Reshaping the Marketing Landscape

9 articles
Open Access
|Apr 2024
Editorial
Mark Heitmann  
Open Access
|Apr 2024
Generative AI for Marketing Content Creation: New Rules for an Old Game
Mark Heitmann  
Open Access
|Apr 2024
Beyond Prompt Engineering: Skills Marketers Need to Deploy Generative AI Successfully
Oguz A. Acar  
Open Access
|Apr 2024
Moving Beyond ChatGPT: Applying Large Language Models in Marketing Contexts
David A. Schweidel,  Martin Reisenbichler and  Thomas Reutterer  
Open Access
|Apr 2024
From Mundane to Creative: How AI Unburdens Sales Agents
Xueming Luo,  Nan Jia,  Zheng Fang and  Chengcheng Liao  
Open Access
|Apr 2024
Double Impact: Harnessing Generative and Evaluative AIs for Effective Marketing Decisions
Christian Scheier and  Dirk Held  
Open Access
|Apr 2024
Bye-bye Bias: What to Consider When Training Generative AI Models on Subjective Marketing Metrics
Christina Schamp,  Jochen Hartmann and  Dennis Herhausen  
Open Access
|Apr 2024
Beyond the Buzz: Creating Marketing Value with Generative AI
Fabian Buder,  Nina Hesel and  Holger Dietrich  
Open Access
|Apr 2024
One-Stop Campaigns: How Generative AI Is Transforming Digital Advertising: Interview with Adam Singolda, Founder and CEO of Taboola
Mark Heitmann and  Adam Singolda