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Comprendere e influenzare il comportamento dei consumatori

Comprendere e influenzare il comportamento dei consumatori

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:
9786209341267
93,24 €
IVA incluido
Disponible

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In un contesto in cui la tecnologia digitale sta ridefinendo le abitudini d’acquisto, questo libro offre una lettura chiara e aggiornata del moderno comportamento dei consumatori. Con un approccio al tempo stesso scientifico e pratico, l’autore esplora i meccanismi psicologici, sociologici e tecnologici che guidano le decisioni d’acquisto. Ricca di casi pratici ed esempi concreti, questa guida mostra come le aziende possano comprendere, anticipare e influenzare le scelte dei consumatori utilizzando gli strumenti digitali: dati comportamentali, social network, intelligenza artificiale e strategie di engagement. Vero e proprio manuale di apprendimento e di azione, questo libro si rivolge a studenti, insegnanti, ricercatori e professionisti del marketing che vogliono padroneggiare le nuove logiche di mercato e adattare le loro strategie al comportamento dei consumatori connessi.

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