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Comprendre et Influencer le comportement du consommateur

Comprendre et Influencer le comportement du consommateur

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

92,19 €
IVA incluido
Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786209255588
92,19 €
IVA incluido
Disponible

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Sobre IBD

Dans un contexte où le numérique redéfinit les habitudes d’achat, cet ouvrage propose une lecture claire et actuelle du comportement du consommateur moderne. À travers une approche à la fois scientifique et pratique, l’auteur explore les mécanismes psychologiques, sociologiques et technologiques qui orientent les décisions d’achat. Riche en cas pratiques et en exemples concrets, ce guide montre comment les entreprises peuvent comprendre, anticiper et influencer les choix des consommateurs grâce aux outils digitaux : données comportementales, réseaux sociaux, intelligence artificielle et stratégies d’engagement. Véritable manuel d’apprentissage et d’action, ce livre s’adresse aux étudiants, enseignants, chercheurs et professionnels du marketing désireux de maîtriser les nouvelles logiques du marché et d’adapter leurs stratégies aux comportements des consommateurs connectés.

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