Marketing Strategy in the Age of AI

Authors

Mary C. Martin, Fort Hays State UniversityFollow

Files

DOI

10.58809/IWGM5464

Date

1-7-2026

Abstract

Marketing Strategy in the Age of AI is an Open Educational Resource designed to help students master foundational marketing strategy while understanding how artificial intelligence is reshaping marketing practice. The textbook emphasizes core strategic thinking and positions AI as a tool that enhances, rather than replaces, human judgment and decision-making. The book covers key areas of marketing strategy across the marketing mix, including environmental analysis, market research, product development, pricing, distribution, and promotion. Each chapter introduces established marketing frameworks and then explores how AI-driven tools and data improve insight, speed, and effectiveness in real-world marketing decisions. Examples and cases highlight both the opportunities and risks of AI, including ethical concerns, bias, transparency, and customer trust. The text concludes with a dedicated chapter on ethics, empathy, and keeping marketing human in an AI-driven environment. Two appendices support experiential learning by introducing hands-on AI tools and guiding students in building an AI-ready marketing portfolio. Written in a clear, student-friendly style, the book supports strategic thinking, responsible AI use, and career readiness for today’s marketing students.

Keywords

Marketing Strategy, Artificial Intelligence in Marketing, AI in Marketing, Strategic Marketing, Marketing Management, Marketing Mix, Artificial Intelligence, Open Educational Resource, Marketing Education

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Rights

© The Author

Publisher

FHSU Pressbooks Digital Press

Comments

For questions contact ScholarsRepository@fhsu.edu

Recommended Citation

Martin, M. C. (2026). Marketing strategy in the age of AI. Fort Hays State University Open Educational Resources.