Marketing automation and decision making: the role of heuristics and AI in marketing
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cheltenham, Glos, UK ; Northampton, Massachusetts, USA
Edward Elgar Publishing
[2023]
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xi, 171 Seiten Illustrationen, Diagramme |
| ISBN: | 9781035312863 |
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Contents Lisi offigures List of tables About the author List of abbreviations 1 Introduction to Marketing Automation and Decision Making 1.1 The impact of new marketing technologies 1.2 The role of representations for decision making 1.3 Origin and framework of this volume 2 Decision making based on heuristics in the marketing literature 2.1 Contextual uncertainty and decision making in marketing 2.2 Rule-based decision making and marketers’ identity in marketing processes 2.3 The evolution of the theme of heuristics in the marketing literature 2.4 Heuristics in marketing theory and management 2.5 Heuristics in marketing academic research process 3 4 Consumers’ heuristics and marketer as choice architect 3.1 Decision rules as components of an adaptive toolbox for the marketer 3.2 The literature on consumers’ heuristics as a source of errors 3.3 Consumers’ heuristics as source of positive effects 3.4 Marketers’ understanding of the heuristic rules used by consumers A set of rules for the marketers’ adaptive toolbox 4.1 Marketers’ heuristics 4.2 Heuristics in customer/supplier classification, selection and targeting vit viii ix x 1 1 3 8 13 13 18 21 24 27 38 38 41 45 51 64 64 68
Marketing automation and decision making 4.3 4.4 4.5 5 6 7 Marketing automation emergence and evolution 5.1 Revisiting the concept of marketing and the trend of automation 5.2 The emergence and evolution of marketing automation 5.3 Automation in specific marketing processes 5.4 Marketing automation and artificial intelligence 5.5 Human decision making in marketing automation Artificial intelligence and marketers’ decisions in marketing automation 6.1 The impact of artificial intelligence on marketing processes 6.2 Forms of artificial intelligence and marketing decision models 6.3 Strategic marketing and classifying customers with artificial intelligence 6.4 Marketing automation and recommendation systems 6.5 Programmatic advertising in marketing automation Marketing automation and heuristics in marketers’ experience 7.1 Marketing automation tn the experience of the marketers 7.2 Marketers’ adaptive toolbox in the marketing automation processes 7.3 Marketers’ tasks and decision contexts 73 75 78 89 89 92 97 101 105 112 112 115 121 125 127 139 139 146 149 Marketers’heuristics scope and evolution 151 Conclusion and implications to Marketing Automation and Decision Making 158 7.4 8 Marketers’ heuristics for business relationships Marketers’ heuristics in advertising and communication Heuristics in innovation screening and new product selection for the market Index 165 |
| adam_txt |
Contents Lisi offigures List of tables About the author List of abbreviations 1 Introduction to Marketing Automation and Decision Making 1.1 The impact of new marketing technologies 1.2 The role of representations for decision making 1.3 Origin and framework of this volume 2 Decision making based on heuristics in the marketing literature 2.1 Contextual uncertainty and decision making in marketing 2.2 Rule-based decision making and marketers’ identity in marketing processes 2.3 The evolution of the theme of heuristics in the marketing literature 2.4 Heuristics in marketing theory and management 2.5 Heuristics in marketing academic research process 3 4 Consumers’ heuristics and marketer as choice architect 3.1 Decision rules as components of an adaptive toolbox for the marketer 3.2 The literature on consumers’ heuristics as a source of errors 3.3 Consumers’ heuristics as source of positive effects 3.4 Marketers’ understanding of the heuristic rules used by consumers A set of rules for the marketers’ adaptive toolbox 4.1 Marketers’ heuristics 4.2 Heuristics in customer/supplier classification, selection and targeting vit viii ix x 1 1 3 8 13 13 18 21 24 27 38 38 41 45 51 64 64 68
Marketing automation and decision making 4.3 4.4 4.5 5 6 7 Marketing automation emergence and evolution 5.1 Revisiting the concept of marketing and the trend of automation 5.2 The emergence and evolution of marketing automation 5.3 Automation in specific marketing processes 5.4 Marketing automation and artificial intelligence 5.5 Human decision making in marketing automation Artificial intelligence and marketers’ decisions in marketing automation 6.1 The impact of artificial intelligence on marketing processes 6.2 Forms of artificial intelligence and marketing decision models 6.3 Strategic marketing and classifying customers with artificial intelligence 6.4 Marketing automation and recommendation systems 6.5 Programmatic advertising in marketing automation Marketing automation and heuristics in marketers’ experience 7.1 Marketing automation tn the experience of the marketers 7.2 Marketers’ adaptive toolbox in the marketing automation processes 7.3 Marketers’ tasks and decision contexts 73 75 78 89 89 92 97 101 105 112 112 115 121 125 127 139 139 146 149 Marketers’heuristics scope and evolution 151 Conclusion and implications to Marketing Automation and Decision Making 158 7.4 8 Marketers’ heuristics for business relationships Marketers’ heuristics in advertising and communication Heuristics in innovation screening and new product selection for the market Index 165 |
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| spelling | Guercini, Simone Verfasser (DE-588)1275541356 aut Marketing automation and decision making the role of heuristics and AI in marketing Simone Guercini (Full Professor of Marketing and Management, Department of Economics and Management, University of Florence, Italy) Role of heuristics and artificial intelligence in marketing Cheltenham, Glos, UK ; Northampton, Massachusetts, USA Edward Elgar Publishing [2023] © 2023 xi, 171 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Künstliche Intelligenz (DE-588)4033447-8 gnd rswk-swf Entscheidungsunterstützung (DE-588)4202171-6 gnd rswk-swf Marketinginformationssystem (DE-588)4140243-1 gnd rswk-swf Heuristik (DE-588)4024772-7 gnd rswk-swf Marketinginformationssystem (DE-588)4140243-1 s Heuristik (DE-588)4024772-7 s Künstliche Intelligenz (DE-588)4033447-8 s Entscheidungsunterstützung (DE-588)4202171-6 s b DE-604 Erscheint auch als Online-Ausgabe 978-1-0353-1287-0 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034864263&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Marketing automation and decision making the role of heuristics and AI in marketing |
| title_alt | Role of heuristics and artificial intelligence in marketing |
| title_auth | Marketing automation and decision making the role of heuristics and AI in marketing |
| title_exact_search | Marketing automation and decision making the role of heuristics and AI in marketing |
| title_exact_search_txtP | Marketing automation and decision making the role of heuristics and AI in marketing |
| title_full | Marketing automation and decision making the role of heuristics and AI in marketing Simone Guercini (Full Professor of Marketing and Management, Department of Economics and Management, University of Florence, Italy) |
| title_fullStr | Marketing automation and decision making the role of heuristics and AI in marketing Simone Guercini (Full Professor of Marketing and Management, Department of Economics and Management, University of Florence, Italy) |
| title_full_unstemmed | Marketing automation and decision making the role of heuristics and AI in marketing Simone Guercini (Full Professor of Marketing and Management, Department of Economics and Management, University of Florence, Italy) |
| title_short | Marketing automation and decision making |
| title_sort | marketing automation and decision making the role of heuristics and ai in marketing |
| title_sub | the role of heuristics and AI in marketing |
| topic | Künstliche Intelligenz (DE-588)4033447-8 gnd Entscheidungsunterstützung (DE-588)4202171-6 gnd Marketinginformationssystem (DE-588)4140243-1 gnd Heuristik (DE-588)4024772-7 gnd |
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