Marketing Automation and Decision Making

的方式e of Heuristics and AI in Marketing

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

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.

‘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