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240103 ||| eng |
| 020 |
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|a 9781035312870
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| 050 |
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4 |
|a HF5415.125
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| 100 |
1 |
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|a Guercini, Simone
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| 245 |
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|a Marketing automation and decision making
|h Elektronische Ressource
|b the role of heuristics and AI in marketing
|c Simone Guercini (Full Professor of Marketing and Management, Department of Economics and Management, University of Florence, Italy)
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| 246 |
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|a Role of heuristics and artificial intelligence in marketing
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| 260 |
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|a Northampton
|b Edward Elgar Publishing
|c 2023, 2023
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| 300 |
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|a 184 pages
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| 505 |
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|a Contents: 1. Introduction to marketing automation and decision making -- 2. Decision making based on heuristics in the marketing literature -- 3. Consumers' heuristics and marketer as choice architect -- 4. A set of rules for the marketer's adaptive toolbox -- 5. Marketing automation emergence and evolution -- 6. Artificial intelligence and marketer's decisions in marketing automation -- 7. Marketing automation and heuristics in marketers' experience -- 8. Conclusion and implications: Marketing automation and decision making -- Index
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| 505 |
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|a Includes bibliographical references and index
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| 653 |
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|a Heuristic programming
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| 653 |
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|a Artificial intelligence / Marketing applications
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| 041 |
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|a eng
|2 ISO 639-2
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| 989 |
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|b ZDB-1-EEM
|a Edward Elgar eBooks Collection Business & Economics
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| 856 |
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|u https://www.elgaronline.com/view/book/9781035312870/9781035312870.xml
|x Verlag
|3 Volltext
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|a 380
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| 520 |
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|a "The ever-evolving marketing technologies now include the extensive use of advanced AI with important implications for the decision making processes of both marketers and consumers. This detailed and insightful book rigorously examines the role of heuristics and marketers' decision making within the industry's growing utilisation of AI. Simone Guercini analyses over a decade of research, arguing that heuristics remain an important behavioural indicator despite complex data-driven models now characterising marketers' decision making. Key examples of heuristics within marketing automation are referenced, including customer clustering, recommendation systems and programmatic advertising. Marketing Automation and Decision Making convincingly asserts that technological tools which adopt functional heuristics have the potential to integrate AI into marketing competences without replacing human capabilities, instead using machine capabilities to support and augment human capacity with highly beneficial outcomes. This innovative and forward-thinking book will be a fascinating read for students and academics interested in marketing, social science, social policy, psychology, AI and cognitive science. Marketing scholars and practitioners will also find this a highly interesting read"--
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