Description: Further DetailsTitle: Marketing Automation and Decision MakingCondition: NewFormat: HardbackSubtitle: The Role of Heuristics and AI in MarketingISBN-10: 1035312867EAN: 9781035312863ISBN: 9781035312863Publisher: Edward Elgar Publishing LtdRelease Date: 12/12/2023Description: 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. Language: EnglishCountry/Region of Manufacture: GBItem Height: 234mmItem Length: 156mmAuthor: Simone GuerciniGenre: Business & FinanceTopic: Computing & InternetRelease Year: 2023 Missing Information?Please contact us if any details are missing and where possible we will add the information to our listing.
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Book Title: Marketing Automation and Decision Making
Title: Marketing Automation and Decision Making
Subtitle: The Role of Heuristics and AI in Marketing
ISBN-10: 1035312867
EAN: 9781035312863
ISBN: 9781035312863
Release Date: 12/12/2023
Release Year: 2023
Country/Region of Manufacture: GB
Genre: Business & Finance
Topic: Computing & Internet
Number of Pages: 184 Pages
Language: English
Publication Name: Marketing Automation and Decision Making : the Role of Heuristics and Ai in Marketing
Publisher: Elgar Publishing, Incorporated, Edward
Item Height: 0.6 in
Subject: Intelligence (Ai) & Semantics, E-Commerce / Internet Marketing, Commerce, Strategic Planning
Publication Year: 2023
Item Weight: 14.9 Oz
Type: Textbook
Subject Area: Computers, Business & Economics
Item Length: 9.4 in
Author: Simone. Guercini
Item Width: 6.3 in
Format: Hardcover
