Marketing Automation and Decision Making: The Role of Heuristics and AI in Marketing - Hardcover

Guercini, Simone

Hardcover

ISBN 10: 1035312867 ISBN 13: 9781035312863

Publisher: Edward Elgar Publishing Ltd, 2023

Synopsis

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.

About this title

About the Author

Simone Guercini, Full Professor of Marketing and Management, Department of Economics and Management, University of Florence, Italy

Edition details

• Publisher: Edward Elgar Publishing Ltd
• Publication date: 2023
• Language: English
• ISBN 10: 1035312867
• ISBN 13: 9781035312863
• Binding: Hardcover
• Number of pages: 184