Simone Guercini - Böcker

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.

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.

Providing new perspectives on the interface between passion and entrepreneurship, this book recognizes that entrepreneurship is not just based on the search for profit.

Providing new perspectives on the interface between passion and entrepreneurship, this book recognizes that entrepreneurship is not just based on the search for profit.

Internationalization is an essential component of the business model for luxury fashion companies. Offering a comprehensive and in-depth view of luxury fashion SMEs, this book is targeted to students, scholars and practitioners interested in luxury firms, internationalization, and business models.

Internationalization is an essential component of the business model for luxury fashion companies. Offering a comprehensive and in-depth view of luxury fashion SMEs, this book is targeted to students, scholars and practitioners interested in luxury firms, internationalization, and business models.

This book adopts a multidisciplinary approach to the issue of “local liabilities”, drawing on close analysis of the case of Chinese migrants and the Italian industrial district of Prato in order to elucidate the problems, or liabilities, that derive from the separation between natives and immigrants in local systems of people and firms.