ItemBook Chapter

Natural processing language: Business strategy in marketing intelligence

Title
Natural processing language: Business strategy in marketing intelligence
Creator
Mukherjee, Kankhita; Ananthan, Sriram; Raghunandan, G.; Manickam, Thirupathi
Description
Customer Perception (CP) plays a crucial role for linking business strategy to success, with companies using multichannel data like social media and surveys to gather valuable unstructured information. Accurate analysis of this data uncovers purchasing trends, product flaws, and customer interests, thus guiding product improvements and marketing strategies. This chapter highlights the importance of prioritizing pricing and product usefulness over aesthetic appeal in catalogues by understanding consumer behaviour, and leveraging multichannel marketing for global reach and cost-effectiveness. This chapter explores how Deep Learning and NLP technologies enhance data analysis, customer feedback capture, and marketing strategies along with emphasizing ethical considerations. It aims to provide insights into developing competitive, intelligent marketing strategies (IMS) focussing on CRM, ultimately guiding companies to navigate the evolving marketing landscape effectively. 2025 Kankhita Mukherjee, Sriram Ananthan, Raghunandan G. and Thirupathi Manickam. Published under exclusive licence by Emerald Publishing Limited. All rights reserved.
Source
Marketing Intelligence, Part A: Understanding Customers in the Era of Digitalization;pp.175-193
Date
01-01-2025
Publisher
Emerald Publishing
Subject
Artificial intelligence (AI); Consumer perception (CP); Intellectual marketing strategy (IMS); Marketing intelligence; Natural processing language (NLP)
Coverage
Mukherjee K., Christ University, India; Ananthan S., Acsenda School of Management, Canada; Raghunandan G., Christ University, India; Manickam T., Christ University, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 978-183549418-9; 978-183549419-6;
Format
online
Language
English
Type
Book chapter

Citation

Mukherjee, Kankhita; Ananthan, Sriram; Raghunandan, G.; Manickam, Thirupathi, “Natural processing language: Business strategy in marketing intelligence,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/24272.

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