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L’evoluzione del marketing nell’era moderna

L’evoluzione del marketing nell’era moderna

Belkia de los Angeles Guevara Cruz

72,21 €
IVA incluido
Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2026
Materia
Empresa y gestión
ISBN:
9786630199611
72,21 €
IVA incluido
Disponible

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Sobre IBD

L’evoluzione del marketing nell’era moderna: dall’intuizione commerciale al marketing basato sull’evidenza analizza come la business intelligence, l’analisi dei dati e l’intelligenza artificiale stiano trasformando la pratica del marketing. Il libro sostiene che l’intuizione, la creatività e l’esperienza professionale continuano ad avere un grande valore, ma devono essere integrate da dati concreti, indicatori, dashboard, pensiero critico e criteri etici. Attraverso tre capitoli, l’opera illustra l’evoluzione del marketing tradizionale verso approcci basati sui dati, presenta i fondamenti della Business Intelligence applicati alla segmentazione, alla personalizzazione, ai KPI, alla privacy e al processo decisionale, e analizza casi reali quali Netflix, Starbucks, Amazon Ads, Mercado Libre, Nubank e Coca-Cola. Il testo conclude che il professionista del marketing moderno non ha bisogno di diventare un programmatore esperto, ma deve sviluppare competenze analitiche per formulare domande migliori, interpretare i risultati, dialogare con i team tecnici e prendere decisioni commerciali responsabili, umane e basate su dati concreti.

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