IMPROVING THE METHODOLOGY OF ARTIFICIAL INTELLIGENCE-BASED MARKETING DECISION-MAKING IN CONSTRUCTION MATERIALS MANUFACTURING ENTERPRISES
DOI:
https://doi.org/10.5281/zenodo.21246633Keywords:
construction materials industry, artificial intelligence, marketing management, marketing decision-making, Big Data, Customer Relationship Management (CRM), marketing analytics, digital transformation, competitiveness, methodology.Abstract
This article investigates the issues of improving the methodology for artificial intelligence-based
marketing decision-making in construction materials manufacturing enterprises. The role of artificial intelligence,
Big Data, Customer Relationship Management (CRM), and marketing analytics technologies in marketing
management is analyzed, and the possibilities of enhancing the scientific validity of marketing decisions through
their integrated application are evaluated. As a result of the study, a methodological approach is proposed that
contributes to improving marketing activities based on the principles of data-driven management, accurately
forecasting market demand, ensuring the efficient use of resources, and strengthening the competitiveness of
enterprises.
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