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A evolução do marketing na era moderna

A evolução do marketing na era moderna

Belkia de los Angeles Guevara Cruz

72,21 €
IVA incluido
Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2026
Materia
Empresa y gestión
ISBN:
9786630194494
72,21 €
IVA incluido
Disponible

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Sobre IBD

A evolução do marketing na era moderna: Da intuição comercial ao marketing baseado em evidências analisa como a inteligência empresarial, a análise de dados e a inteligência artificial estão a transformar a prática do marketing. O livro defende que a intuição, a criatividade e a experiência profissional continuam a ser valiosas, mas devem ser complementadas com evidências, indicadores, painéis de controlo, pensamento crítico e critérios éticos. Ao longo de três capítulos, a obra explica a evolução do marketing tradicional para abordagens baseadas em dados, apresenta os fundamentos da inteligência empresarial (BI) aplicados à segmentação, personalização, KPI, privacidade e tomada de decisões, e analisa casos reais como a Netflix, a Starbucks, a Amazon Ads, o Mercado Livre, o Nubank e a Coca-Cola. O manuscrito conclui que o profissional de marketing moderno não precisa de se tornar um programador especialista, mas sim desenvolver literacia analítica para formular melhores perguntas, interpretar resultados, dialogar com equipas técnicas e tomar decisões comerciais responsáveis, humanas e baseadas em evidências.

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