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La evolución del mercadeo en la era moderna

La evolución del mercadeo en la era moderna

Belkia de los Angeles Guevara Cruz

71,96 €
IVA incluido
Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2026
Materia
Empresa y gestión
ISBN:
9786630088199
71,96 €
IVA incluido
Disponible

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Sobre IBD

La evolución del mercadeo en la era moderna: De la intuición comercial al marketing basado en evidencia analiza cómo la inteligencia de negocios, la analítica de datos y la inteligencia artificial están transformando la práctica del mercadeo. El libro sostiene que la intuición, la creatividad y la experiencia profesional siguen siendo valiosas, pero deben complementarse con evidencia, indicadores, tableros de control, pensamiento crítico y criterios éticos. A través de tres capítulos, la obra explica la evolución del mercadeo tradicional hacia enfoques basados en datos, presenta fundamentos de BI aplicados a segmentación, personalización, KPI, privacidad y toma de decisiones, y analiza casos reales como Netflix, Starbucks, Amazon Ads, Mercado Libre, Nubank y Coca-Cola. El manuscrito concluye que el mercadólogo moderno no necesita convertirse en programador experto, pero sí desarrollar alfabetización analítica para formular mejores preguntas, interpretar resultados, dialogar con equipos técnicos y tomar decisiones comerciales responsables, humanas y basadas en evidencias.

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