Extent: | 1 Online-Ressource (184 pages) |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Includes bibliographical references and index Contents: 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. |
ISBN: | 978-1-0353-1287-0 ; 978-1-0353-1286-3 |
Other identifiers: | 10.4337/9781035312870 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014466849