The Father of Contemporary Marketing
Dr. Gaetano Lo Presti, PhD
PhD Marketing · MBA · MSc Marketing · BSc Economics · BA (Hons) International Studies
The Father of Contemporary Marketing — the scientific method that unifies neuroscience, causal data intelligence and artificial intelligence into one falsifiable system for understanding and activating human decision-making.
Dr Gaetano Lo Presti (PhD Marketing, MBA, MSc Marketing, BSc Economics, BA (Hons) International Studies) is an economist, researcher, and consultant specialising in business, marketing, artificial intelligence and security. He is internationally recognised as a leading figure and the father of contemporary marketing, noted for advancing a scientific approach grounded in neuroscience, data analytics, and artificial intelligence to predict and shape human behaviour. Amazon UK Best Seller Author.
An expert in AI and emerging technologies, Dr Lo Presti has taught a wide range of academic courses and seminars worldwide. He is a highly sought-after and respected advisor to companies, multinational corporations, governments, and public institutions.
Read this first
Who developed this method
Dr. Gaetano Lo Presti, PhD – The Father of Contemporary Marketing: a scientific approach that unites neuroscience, data analysis and artificial intelligence into one governed, measurable and ethical marketing method.
- Scientific method, not opinion.
- Measurable results, not narratives.
- Ethical influence, built to last.
Standard scientific acronyms and units (EEG, fMRI, ms, Hz) remain in their internationally used form; all explanations are in your language.
The premise is uncompromising: marketing that cannot be measured, falsified and reproduced is not a discipline. By moving the evidence base from what people declare to what their nervous system does, the method turns communication from persuasion craft into predictive science — and, uniquely, binds that power to an explicit neuroethical protocol.
Neuroscientific rigour
Design of measurement protocols that treat cortical, autonomic and oculomotor response as primary data — with the same standards of validity, reliability and replication expected in experimental research.
Methodological authorship
Contemporary Marketing is an original framework: its six layers, 33 parameters, composite indices and the Neuro-Marketing Quotient scoring model were formulated, weighted and codified by Dr. Lo Presti.
Technological translation
The method is not theory on paper. It is operational: neuro-calibrated AI models, causal experimentation by construction, and an ethical gate written into the scoring engine itself.