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Ewolucja marketingu w epoce nowożytnej

Ewolucja marketingu w epoce nowożytnej

Belkia de los Angeles Guevara Cruz

72,21 €
IVA incluido
Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2026
Materia
Empresa y gestión
ISBN:
9786630197051
72,21 €
IVA incluido
Disponible

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Sobre IBD

Książka „Ewolucja marketingu w epoce nowoczesnej: od intuicji biznesowej do marketingu opartego na dowodach' analizuje, w jaki sposób analityka biznesowa, analityka danych i sztuczna inteligencja zmieniają praktykę marketingową. Książka dowodzi, że intuicja, kreatywność i doświadczenie zawodowe nadal mają dużą wartość, ale powinny być uzupełniane o dane, wskaźniki, pulpity kontrolne, krytyczne myślenie oraz kryteria etyczne. W trzech rozdziałach publikacja wyjaśnia ewolucję tradycyjnego marketingu w kierunku podejść opartych na danych, przedstawia podstawy analizy biznesowej (BI) zastosowane w segmentacji, personalizacji, wskaźnikach KPI, ochronie prywatności i podejmowaniu decyzji, a także analizuje rzeczywiste przypadki, takie jak Netflix, Starbucks, Amazon Ads, Mercado Libre, Nubank i Coca-Cola. Autor dochodzi do wniosku, że współczesny specjalista ds. marketingu nie musi stać się ekspertem w dziedzinie programowania, ale powinien rozwinąć umiejętności analityczne, aby formułować lepsze pytania, interpretować wyniki, prowadzić dialog z zespołami technicznymi oraz podejmować odpowiedzialne, ludzkie i oparte na dowodach decyzje biznesowe.

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