B2B Marketing Rational Decision Using Big Data and AI Technology

Abstract

This chapter explains the phenomenon of artificial intelligence (AI) powered by big data in technology and its contribution in knowledge-based marketing in B2B and its impact on rational decision-making in B2B marketing that affects business performance. This chapter is literature review prepared by compiling and reviewing previous literature, studies, articles, books and other sources related to the contribution of big data-enabled AI to B2B marketing. According to the information analysed, the findings show that big data supported by AI plays a significant role in creating user knowledge, external knowledge and customer knowledge, all of which are factors that significantly influence the ability of business-to-business marketers to make rational decisions that affect the performance of their companies. This chapter explains to them the phenomena of AI powered by big data and its effect on B2B marketing rational decision that will enhance company performance and its contribution on knowledge-based marketing in B2B. This chapter contributes to understanding main functions and interactions of AI system powered by big data and how such a system helps in B2B marketing by generating knowledge about customers, users and markets.

Citation

A-Zayani, A. and Al Mubarak, M. (2024), "B2B Marketing Rational Decision Using Big Data and AI Technology", Crowther, D. and Seifi, S. (Ed.) Social Responsibility, Technology and AI (Developments in Corporate Governance and Responsibility, Vol. 23), Emerald Publishing Limited, Leeds, pp. 29-47. https://doi.org/10.1108/S2043-052320240000023002