Simone Guercini's Books

Marketing Automation and Decision Making

The Role of Heuristics and AI in Marketing

By: Simone Guercini

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Marketing Automation and Decision Making

The Role of Heuristics and AI in Marketing

By: Simone Guercini

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.

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Page Count

185

Publisher

Edward Elgar Publishing

Published Date

ISBN 10

1035312875

ISBN 13

9781035312870

Internationalization of Luxury Fashion Firms

Examining the Business Models of SMEs

By: Andrea Runfola,Matilde Milanesi,Simone Guercini

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Internationalization of Luxury Fashion Firms

Examining the Business Models of SMEs

By: Andrea Runfola,Matilde Milanesi,Simone Guercini

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 managerial implications 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.

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Page Count

208

Publisher

Springer Nature

Published Date

ISBN 10

3030887553

ISBN 13

9783030887551

Marketing Automation and Decision Making

The Role of Heuristics and AI in Marketing

By: Simone Guercini

Write a review Read reviews Take a Quiz Solve Book Puzzle

Marketing Automation and Decision Making

The Role of Heuristics and AI in Marketing

By: Simone Guercini

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

185

Publisher

Edward Elgar Publishing

Published Date

ISBN 10

1035312875

ISBN 13

9781035312870

Book's by Simone Guercini

Marketing Automation and Decision Making

Marketing Automation and Decision Making

Internationalization of Luxury Fashion Firms

Internationalization of Luxury Fashion Firms

Marketing Automation and Decision Making

Marketing Automation and Decision Making

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