Purpose This research paper examines the perspectives of marketing professionals on the
impact of AI on marketing strategies. Design/methodology/approach Through interviews with …

Lead generation is the process of gaining potential customers' interest to increase future
sales, and it is an essential part of many businesses'(amusement parks, theme parks, clubs …

This study explores the impact of digitalization on the performance of insurance
intermediaries, who still play a key role in the revenue generation of insurance companies …

The exchange of goods and services for the sake of production, resale, or other
organizational needs is known as business-to-business, or B2B, purchasing. It entails a …

Managing various aspects of the Supply Chain (SC) has become increasingly challenging in
today's complex business landscape. To improve profitability, boost sales, and enhance …

In the competitive landscape of contemporary business, predictive analytics, particularly in
sales lead prediction, has become instrumental for enhancing sales effectiveness and …

This research examines the economic effects of Salesforce, a prominent customer
relationship management (CRM) platform recognized for its innovations in cloud computing …

In B2B sales, assessing and selecting leads to pursue have traditionally relied on sales
practitioners' expertise. However, due to inherited limitations and subjectivity, this approach …

The combination of genetic data and CRM systems has pushed customer engagement into
a new world, totally transforming the traditional marketing strategies. This chapter explores …

The topic of data valuation in enterprises has been increasing in importance over the last
decade. While multiple data valuation methods have proposed, there is a lack of enterprise …