Simone Guercini – författare
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12 produkter
12 produkter
Inbunden, Engelska, 2023
1 534 kr
Skickas inom 5-8 vardagar
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.
E-bok
PDF, Engelska, 2023422 kr
Läs direkt efter köp
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.
Häftad, Engelska, 2025
447 kr
Skickas inom 5-8 vardagar
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.
Inbunden, Engelska, 2020
1 112 kr
Skickas inom 10-15 vardagar
Providing new perspectives on the interface between passion and entrepreneurship, this book recognizes that entrepreneurship is not just based on the search for profit. Instead, the entrepreneurial experience incorporates more complex processes, often based on less rational behavior motivated by reasons other than revenue. ‘Passion’ refers both to emotional elements that may fuel an entrepreneurial effort as well as something that feeds the business.The book challenges established views and shows the complexity of the link between passion and entrepreneurship. The authors discuss the main implications for businesses, and explore how passion at the individual and community level influences entrepreneurial efforts. Offering case studies from multiple sectors alongside conceptual frameworks, this edited volume is a useful tool for scholars, practitioners, and policymakers working on entrepreneurship.
E-bok
Engelska, 20201 459 kr
Läs direkt efter köp
Providing new perspectives on the interface between passion and entrepreneurship, this book recognizes that entrepreneurship is not just based on the search for profit. Instead, the entrepreneurial experience incorporates more complex processes, often based on less rational behavior motivated by reasons other than revenue. ‘Passion’ refers both to emotional elements that may fuel an entrepreneurial effort as well as something that feeds the business.
The book challenges established views and shows the complexity of the link between passion and entrepreneurship. The authors discuss the main implications for businesses, and explore how passion at the individual and community level influences entrepreneurial efforts. Offering case studies from multiple sectors alongside conceptual frameworks, this edited volume is a useful tool for scholars, practitioners, and policymakers working on entrepreneurship.
Häftad, Engelska, 2021
1 112 kr
Skickas inom 10-15 vardagar
Providing new perspectives on the interface between passion and entrepreneurship, this book recognizes that entrepreneurship is not just based on the search for profit. Instead, the entrepreneurial experience incorporates more complex processes, often based on less rational behavior motivated by reasons other than revenue. ‘Passion’ refers both to emotional elements that may fuel an entrepreneurial effort as well as something that feeds the business.The book challenges established views and shows the complexity of the link between passion and entrepreneurship. The authors discuss the main implications for businesses, and explore how passion at the individual and community level influences entrepreneurial efforts. Offering case studies from multiple sectors alongside conceptual frameworks, this edited volume is a useful tool for scholars, practitioners, and policymakers working on entrepreneurship.
Inbunden, Engelska, 2021
1 553 kr
Skickas inom 10-15 vardagar
Internationalization is an essential component of the business model for luxury fashion companies. Hence, regardless of their size, luxury firms have to develop in foreign markets to seek global demand, build a global image, and manage distribution and communications effectively. Filling a gap in current literature, this book examines the motives, processes, and forms assumed for the internationalization of luxury fashion companies and the relationship between internationalization and business models, with a focus on small and medium-sized enterprises (SMEs) and the specific challenges they face. The book proposes cases of Italian SMEs, being Italy a country that is globally recognized as a key player in the luxury fashion industry. Specifically, the authors link internationalization with business models and discuss the business model of luxury fashion SMEs, characterized by "genetic internationalization". Finally, the authors address the main theoretical and managerialimplications emerging from their empirical research and discuss the applicability of this model to luxury companies in general. 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.
E-bok
Engelska, 20211 947 kr
Läs direkt efter köp
Internationalization is an essential component of the business model for luxury fashion companies. Hence, regardless of their size, luxury firms have to develop in foreign markets to seek global demand, build a global image, and manage distribution and communications effectively. Filling a gap in current literature, this book examines the motives, processes, and forms assumed for the internationalization of luxury fashion companies and the relationship between internationalization and business models, with a focus on small and medium-sized enterprises (SMEs) and the specific challenges they face. The book proposes cases of Italian SMEs, being Italy a country that is globally recognized as a key player in the luxury fashion industry. Specifically, the authors link internationalization with business models and discuss the business model of luxury fashion SMEs, characterized by "genetic internationalization". Finally, the authors address the main theoretical and managerialimplications emerging from their empirical research and discuss the applicability of this model to luxury companies in general. 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.
Häftad, Engelska, 2022
1 553 kr
Skickas inom 10-15 vardagar
Internationalization is an essential component of the business model for luxury fashion companies. Hence, regardless of their size, luxury firms have to develop in foreign markets to seek global demand, build a global image, and manage distribution and communications effectively. Filling a gap in current literature, this book examines the motives, processes, and forms assumed for the internationalization of luxury fashion companies and the relationship between internationalization and business models, with a focus on small and medium-sized enterprises (SMEs) and the specific challenges they face. The book proposes cases of Italian SMEs, being Italy a country that is globally recognized as a key player in the luxury fashion industry. Specifically, the authors link internationalization with business models and discuss the business model of luxury fashion SMEs, characterized by "genetic internationalization". Finally, the authors address the main theoretical and managerialimplications emerging from their empirical research and discuss the applicability of this model to luxury companies in general. 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.
Inbunden, Engelska, 2017
1 616 kr
Skickas inom 10-15 vardagar
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. Insights are offered from a variety of disciplines, including business and industrial economics, anthropology, and sociology, thereby providing a framework through which to view the problems and also identifying potential pathways for their evolution and resolution. The focus on local liabilities affords an original perspective on the nature of globalization and highlights salient aspects of native and immigrant entrepreneurship. Globalization not only creates "bridges" between distant places but also changes the face of businesses and socioeconomic systems at the local level, where local liabilities may emerge when two or more separate communities (ofpersons and firms) exist. The greater the separation between the communities, the greater the local liabilities. In offering diverse perspectives on this relatively neglected aspect of globalization, the book will be of interest to a wide readership.
E-bok
Engelska, 20171 575 kr
Läs direkt efter köp
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. Insights are offered from a variety of disciplines, including business and industrial economics, anthropology, and sociology, thereby providing a framework through which to view the problems and also identifying potential pathways for their evolution and resolution. The focus on local liabilities affords an original perspective on the nature of globalization and highlights salient aspects of native and immigrant entrepreneurship. Globalization not only creates "bridges" between distant places but also changes the face of businesses and socioeconomic systems at the local level, where local liabilities may emerge when two or more separate communities (ofpersons and firms) exist. The greater the separation between the communities, the greater the local liabilities. In offering diverse perspectives on this relatively neglected aspect of globalization, the book will be of interest to a wide readership.
Häftad, Engelska, 2018
1 187 kr
Skickas inom 10-15 vardagar
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. Insights are offered from a variety of disciplines, including business and industrial economics, anthropology, and sociology, thereby providing a framework through which to view the problems and also identifying potential pathways for their evolution and resolution. The focus on local liabilities affords an original perspective on the nature of globalization and highlights salient aspects of native and immigrant entrepreneurship. Globalization not only creates "bridges" between distant places but also changes the face of businesses and socioeconomic systems at the local level, where local liabilities may emerge when two or more separate communities (ofpersons and firms) exist. The greater the separation between the communities, the greater the local liabilities. In offering diverse perspectives on this relatively neglected aspect of globalization, the book will be of interest to a wide readership.