Marketing automation and decision making [electronic resource] : the role of heuristics and AI in marketing / Simone Guercini (Full Professor of Marketing and Management, Department of Economics and Management, University of Florence, Italy).
"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...
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| Language: | English |
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Cheltenham, Glos ; Northampton, Massachusetts :
Edward Elgar Publishing,
2023
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| Variant Title: |
Role of heuristics and artificial intelligence in marketing
Marketing Automation and Decision Making: The Role of Heuristics and AI in Marketing |
| Format: | Electronic eBook |
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.