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El. knyga: Marketing Automation and Decision Making: The Role of Heuristics and AI in Marketing

4.00/5 (2 ratings by Goodreads)
  • Formatas: PDF+DRM
  • Išleidimo metai: 12-Dec-2023
  • Leidėjas: Edward Elgar Publishing Ltd
  • Kalba: eng
  • ISBN-13: 9781035312870
Kitos knygos pagal šią temą:
Marketing Automation and Decision Making: The Role of Heuristics and AI in MarketingDidesnis paveikslėlis
  • Formatas: PDF+DRM
  • Išleidimo metai: 12-Dec-2023
  • Leidėjas: Edward Elgar Publishing Ltd
  • Kalba: eng
  • ISBN-13: 9781035312870
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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.



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.

Recenzijos

Professor Guercinis new book on the automation of marketing offers a unique and insightful glimpse at the future of marketing by helping to answer the question of how human and AI decision making can be integrated together to create an effective marketing strategy. -- Brandon Randolph-Seng, Texas A&M University, US Professor Guercini makes a fresh and comprehensive contribution to finding the proper role for decision making heuristics in automated marketing. A must-read for those who do not want to just repeat platitudes about biased human behaviour and perfectly accurate AI in modern business, but search for realistic and transparent solutions. -- Konstantinos Katsikopoulos, University of Southampton, UK

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
marketers adaptive toolbox 5 Marketing automation emergence and evolution
6 Artificial intelligence and marketers decisions in marketing automation 7
Marketing automation and heuristics in marketers experience 8 Conclusion
and implications: Marketing Automation and Decision Making Index
Simone Guercini, Full Professor of Marketing and Management, Department of Economics and Management, University of Florence, Italy
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Pastovi nuoroda: https://www.kriso.lt/db/97810353128702e.html
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