Marketing automation and decision making : the role of heuristics and ai in marketing / Simone Guercini.

Format:

Book

Author/Creator:

Guercini, Simone, author.

Contributor:

Edward Elgar Publishing, publisher.

Language:

English

Subjects (All):

Decision making--Data processing.

Decision making.

Strategic planning--Decision making.

Strategic planning.

Automation.

Physical Description:

1 online resource (184 pages)

Edition:

First edition.

Other Title:

Role of heuristics and artificial intelligence in marketing

Place of Publication:

Northampton : Edward Elgar Publishing, 2023.

Summary:

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.

Contents:

Front Matter

Copyright

Contents

Figures

Tables

About the author

Abbreviations

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'

5. Marketing automation emergence and evolution

6. Artificial intelligence and marketers' decision in marketing automation

7. Marketing automation and heuristics in marketers' experience

8. Conclusion and implications to Marketing Automation and Decision Making

Index.

Notes:

Includes bibliographical references and index.

Description based on print version record.

Includes index.

Other Format:

Print version: Guercini, Simone Marketing Automation and Decision Making

ISBN:

9781035312870