Marketing on digital platforms requires critical thinking on data management systems, machine learning methods, and attributes like customer trust, societal ethics, and managing consumer feedback with the utmost utilization of technology in different ways. The pursuit for a unified source of information is fundamental for marketers in digital marketing. Ethical Marketing Through Data Governance Standards and Effective Technology delves into the intricacies of achieving this unity by addressing the challenges and presenting solutions in a structured manner.

The book explores the fundamental necessity for an effective data governance strategy. It emphasizes the eradication of silos and the establishment of regulations governing data classification, storage, and processing. Within this framework, the application of artificial intelligence in marketing takes center stage. The book investigates Artificial Intelligence (AI) marketing, machine learning methods, and data management systems. Furthermore, the book studies advertising standards and challenges on online platforms. The intersection of technology and advertising is dissected, focusing on virtual assistance through avatars and their impact on consumer psychology. The importance of a comprehensive database governance strategy is underscored, presenting a complete approach for corporations to navigate the intricacies of online marketing while upholding ethical standards.

The research within the book significantly contributes to three key domains. Firstly, it enhances understanding in the realm of AI-enabled marketing standards, unraveling the psychological mindsets of online consumers. Secondly, it provides strategies to comprehend technology within the ethical digital framework. Lastly, it delves into data privacy standards, offering insights into the ethical implementation of AI-based marketing analytics. Ethical Marketing Through Data Governance Standards and Effective Technology is ideal for academics, researchers, management students, and professionals.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Artificial Intelligence Enabled Customer Experience
Artificial Intelligence in Marketing
Consumer Privacy
Data Governance
Data Privacy Standards
Database Management
Digital Platforms
Ethical Marketing
Marketing Analytics
Online Advertising Standards
Online Consumer Psychology
Societal Ethics
Sustainable Governance
Technology Ethics
Virtual Assistance

Table of Contents

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Editor/Author Biographies

Shefali Saluja is a Ph.D. in Corporate Governance from Chitkara University, Punjab, India in 2021. Post Graduate from Chitkara University, Punjab, India with 10 years of experience in business management education and expertise in finance and ethics. She has 4 years of working experience in Ernst & Young Pvt Ltd prior joining academics. She has published almost 14 research papers/articles in highly indexed Scopus journals in the areas of corporate governance, sustainability, E-learning & other areas. She is a member of several management associations such as Association of Certified Fraud Examiner (CFE) and International Association of academic plus corporate (IAAC) society. She serves as business consultant to several higher education institutions and small enterprises like MSMEs in Cirebon, Indonesia. Dr. Shefali has received Woman Trailblazer Award in 2022 for her work in Community service towards financial inclusion of rural sector in Punjab, India and various appreciation awards from the international universities. She has filed 2 patents and 5 copyrights in diverse areas. Her current job position includes various teaching and administrative related responsibilities in Chitkara university. Dr Shefali was also invited in many teaching opportunities internationally for teaching a module on “Failing corporates” at Emden University, Germany. She was also invited by Telkom University, Indonesia and Providence University Taiwan to deliver sessions on “Fraud Investigation”. She has also delivered a module on “Business in Asia” to the students of Mondragon University, Spain. She has successfully presented research papers in national and international conferences. She is also handling Micro finance and Social Activities with United Nations. The activities are also live on YouTube. She has won best paper awards in the field of corporate governance. Her interests include volunteer work/community involvement at social NGOs in India like Khalsa Aid, AIESEC and Sunshine Youth club.

Varun Nayyar is an academian and motivational speaker. Result oriented, proactive working professional with 15 years of experience, delivered 50+ Guest Lectures in the field of Education and Industry

Kuldeep Rojhe is Dean of Academics - CCCE, Chitkara University, Punjab Former Dean Faculty of Management Sciences, Shoolini University. Doctoral in consumer behavior with specialization in customer complaining behavior, have coordinated business schools, developed curriculums, skill development programs & played crucial roles in education management. Led students acquisition, selections, regulatory compliance, industry- academia tie-ups, international collaboration & internship programs, and have developed key skills in higher education management & development. Actively associated with sponsored research projects & consultancy, have publications in National & International journals of repute, edited books and delivered several invited talks at leading forums. Contribution to IPR comprises of one patent granted, two patents filed and ten copyrights registered.

Sandhir Sharma is Ph.D. in Strategic Management with nearly 22 years of experience in higher education and 5 years in Telecom industry. With more than 43 research papers to his credit published in various journals and conferences at national & international level, Dr. Sharma has developed his core expertise in the area of Strategy formulation. His research has widely published in various newspapers. Currently, he is serving as Dean, Chitkara Business School & visiting faculty to Binus University, Indonesia and University of Applied Sciences, Osnabruck, Germany. He has been instrumental in scaling Chitkara Business School operations from 60 students & one program to 1200 plus students & more than 12 programs with in span of 8 years. In his last assignment, Dr. Sharma set up a B-School in Ludhiana and was instrumental in taking that B-School to pinnacle of glory in the region.

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