Autor/Autorin: Gabriel MALONGO MPIDI
Malongo Mpidi Gabriel, is a teacher-researcher at Isc Matadi in Marketing, holder of a DEA in Didactics of disciplines from UPN and Decanal Authority (Management Section).MATUSU ZAU Florent is a teacher-researcher in Marketing at Isc Matadi, and former Regional Director of RAWBANK.MBI MBAMBI Montana Joshua is a teacher-researcher at Isc Matadi.
In a context where digital technology is redefining purchasing habits, this book offers a clear and up-to-date reading of modern consumer behavior. Through a scientific and practical approach, the author explores the psychological, sociological and technological mechanisms that guide purchasing decisions. Rich in practical cases and concrete examples, this guide shows how companies can understand, anticipate and influence consumer choices thanks to digital tools: behavioral data, social networks, artificial intelligence and engagement strategies. A real handbook for learning and action, this book is aimed at students, teachers, researchers and marketing professionals who want to master the new market logic and adapt their strategies to the behavior of connected consumers.