Author

I. Dirgantara

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Review Open access Jul 2026

ARTIFICIAL INTELLIGENCE IN MARKETING MANAGEMENT: TRENDS AND FUTURE RESEARCH DIRECTIONS

A conceptual model is proposed that describes the role of AI as a key enabler in strategic marketing decision-making and offers a relevant future research agenda for academics and practitioners in the era of artificial intelligence-based digital marketing.

Irawan Yuswono, I. M. Sukresna, I. M. Dirgantara · Veredas do Direito · 0 citations