How and What Marketing Algorithms Think

Roberto Brognara (Autor)

Buch | Softcover

160 Seiten

2023 | New edition
Cambridge Scholars Publishing (Verlag)
978-1-5275-4806-0 (ISBN)

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This book argues that the apparent omnipotence of algorithms today is not what it seems, particularly, in marketing, where they actually offer less than they could. Considering the reasons behind this, it also notes that Big Data has relaunched a kind of data glorification and automated procedures that, culturally, marketing has already recognized and overcome at least once.This first generation of “programmatic marketing”, which the giants of the digital economy launched 15 years ago and consolidated worldwide, can be significantly improved, with corresponding business results as well, but, first, as this book shows, we need to know which strategic and cultural boundaries impact Big Data.

Roberto Brognara offers communication and programmatic marketing consultancy for world-leading communications agencies. A Professor at IULM University of Milan, Italy, for more than 20 years, he teaches Digital Media for Marketing Communication and Sociology of Marketing Algorithms. His publications include the books Mobile Revolution – Reflections on mobile technology’s impact on social and marketing changes and 20/20 Vision for the 2020’s Marcom Maelstrom.

Erscheinungsdatum	01.12.2023
Verlagsort	Newcastle upon Tyne
Sprache	englisch
Maße	148 x 212 mm
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Allgemeines / Lexika
ISBN-10	1-5275-4806-6 / 1527548066
ISBN-13	978-1-5275-4806-0 / 9781527548060
Zustand	Neuware