This paper explores the role of artificial intelligence (AI) in personalizing social media marketing strategies and its impact on customer experience, with a focus on consumers within the MENA region. Using data collected from an online questionnaire completed by 893 individuals, the study confirms that AI significantly enhances social media marketing by offering personalized content, optimizing influencer selection, and enabling real-time consumer interaction. These capabilities not only increase customer awareness but also improve user experience and purchase intentions. Key AI tools such as influencer marketing, content optimization, and customization are effective in capturing consumer attention, although further research is necessary to deepen understanding. By examining AI’s ability to analyze vast datasets and support targeted marketing efforts, the study contributes to both academic and practical discourse, offering insights that businesses can use to refine their AI-driven social media strategies. Ultimately, the research aims to guide marketers through the complexities of AI deployment, ensuring its benefits are fully realized for consumers.

In today's dynamic and competitive business environment, marketing intelligence systems (MIS) are vital tools that empower organizations to understand the market, monitor competitors, identify trends, evaluate performance, and make informed decisions, ultimately contributing to effective marketing strategies, enhanced customer experiences, and sustainable business growth. This chapter discusses the impact of MIS in the tourism industry. It explains how the integration of data and advanced technologies allows these systems to provide insights that can sharpen a tourism organization's competitive edge. The chapter outlines the key components of MIS—data collection, analysis, and decision support—and their role in driving strategic marketing decisions. It also examines how these systems enhance customer segmentation, campaign personalization, pricing, and customer relations, with real-world examples underscoring their efficacy. Challenges of implementation are acknowledged, with the chapter concluding on the need for ongoing innovation and future research in this area.

The current study focuses on the entrepreneurial marketing. The study aims to examine how entrepreneurial marketing can act in defining and nurturing the entrepreneurship culture within the banking sector in Jordan in the period of 2018–2019. The chosen dimensions of entrepreneurial marketing include customer focus, opportunity driven, innovation, risk management, and proactiveness. Utilizing the quantitative approach, 368 questionnaires were distributed among marketing managers within the commercial banks in Jordan, including marketing managers, marketing officers, and e-marketing representatives. Descriptive statistics, multiple regression, and linear regression were used in order to analyze the results by using SPSS ver. 23. The study analysis indicates a positive influence of entrepreneurial marketing on organizational culture through nurturing the entrepreneurial spirit and motives. The study has also shown that proactiveness and risk management were the most influential variables as they scored R-value of 0.697 and 0.692, respectively, referring to these variables as highly influential, and play a significant role in nurturing the entrepreneurial culture within the organization.

Service and service quality is becoming the hottest topics within the institutions and organizations that present services to their customers regardless of their orientation and field of interest. Generally speaking, services appear as core services which are the basic benefit that a customer gets from purchasing a certain item/service and supplementary services which are the non-routine services that follow the process of acquiring the item/service. Through the literature there appeared an interest in caring for the level of core services on the expense of supplementary services. In that sense, the current study aimed at examining the influence of 'flower of service' dimensions–as supplementary service dimensions-on customer satisfaction within the private hospitals and healthcare givers in Jordan. The sample of the study consisted of (431) individuals who are benefiting from services of private hospitals. A self-administered questionnaire was distributed on the sample which consisted of questions regarding the service quality within the private hospitals in Jordan based on the dimensions of 'flower of service'. The results of the study indicated that the dimensions of the flower of services appeared to be influential on the satisfaction of customers which included (Information, Order Taking, Consultation, Hospitality, Billing Payment) while two dimensions were found to be not influential (Exception , Safe Keeping). It was recommended through the study that the management should increase the awareness among its employees of the difference between the supplementary service and the core service and how each one of them is important in its own way. In addition to that, there should be extra care about the importance of service quality which can take place through the awareness that can be spread through the quality control department. Also, it was recommended that –based on respondents' opinion – to increase the level of hospitality within the private hospitals and present more effective payment solutions for patients and their families considering that a person is mainly waiting to be charged in accordance with the service that they get.

Attracting new customers means to take novel measures by stores. Nowadays, stores are designed in order to guarantee a fast purchase decision by customers. The current study seeks to understand the role of visual merchandise on decision of purchasers to buy a certain item. The variables taken into considerations are color, landscaping, texture, communication and D ©cor. Sample of study consisted of 1000 individuals from commercial complexes and malls in Jordan. Through the quantitative approach depending on self-administered questionnaire, results of study indicated that color and landscaping are the most influential factors that may influence the purchase decision of individuals, followed by texture, communications, and d ©cor. The study therefore recommends that store managers should pay more attention to the details of the stores in a way that matches the taste of people who attend these stores.