Description
Book SynopsisThe 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 marketersâ decision making within the industryâs growing utilisation of AI.
Trade Review‘Professor Guercini’s 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
Table of ContentsContents: 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
