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Compreender e influenciar o comportamento dos consumidores

Compreender e influenciar o comportamento dos consumidores

MALONGO MPIDI Gabriel / MATUSU ZAU Florent / MBI MBAMBI Montana Joshua

93,24 €
IVA incluido
Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786209336140
93,24 €
IVA incluido
Disponible

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Sobre IBD

Num contexto em que a tecnologia digital redefine os hábitos de compra, este livro oferece uma leitura clara e actualizada do comportamento do consumidor moderno. Com uma abordagem simultaneamente científica e prática, o autor explora os mecanismos psicológicos, sociológicos e tecnológicos que orientam as decisões de compra. Rico em casos práticos e exemplos concretos, este guia mostra como as empresas podem compreender, antecipar e influenciar as escolhas dos consumidores utilizando ferramentas digitais: dados comportamentais, redes sociais, inteligência artificial e estratégias de envolvimento. Verdadeiro manual de aprendizagem e de ação, este livro destina-se a estudantes, professores, investigadores e profissionais de marketing que pretendam dominar a nova lógica de mercado e adaptar as suas estratégias ao comportamento dos consumidores conectados.

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