Inhaltsangabe
Contemporary Marketing: AI, Data Analysis, Neuroscience is an UK Amazon Best Seller!
Imagine a world where you can shape the choices and behaviuors of others, of consumers. A branded bag, a phone, a vaccine, a weapon, a political election. Whatever the product, the action or the idea.
It’s time to set aside the old mantra of “consumer first”. Instead, let’s embrace the power to influence, to strategically guide the decisions of the end user.
In Contemporary Marketing, Gaetano Lo Presti presents a rigorous and original redefinition of the discipline, arguing that marketing has evolved far beyond its classical foundations. No longer confined to products, brands, and communication, it has become a system of behavioural intelligence capable of observing, predicting, and shaping human decision-making.
Considered the father of contemporary marketing, Lo Presti develops a comprehensive theoretical framework grounded in data analysis, behavioural science, neuroscience, and artificial intelligence. Through this lens, marketing is understood not simply as a response to demand, but as a strategic mechanism for influencing perception, structuring choice, and directing behaviour in complex environments.
The book traces the evolution of marketing from its early conceptual foundations to its current form as a pervasive and adaptive system of influence. It examines how modern organisations operate across multiple domains, including retail, healthcare, pharmaceuticals, aerospace, defence, security, and political communication, where marketing functions as a tool for managing uncertainty and shaping outcomes.
Bringing together academic depth and practical insight, this work offers a new perspective on how influence is organised in contemporary society. It challenges established assumptions and proposes a shift from the traditional management of exchange to the strategic design of behavioural environments.
At its core, the book advances a clear and compelling argument: marketing is no longer a function. It is a system.
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Contemporary Marketing: AI - Data Analysis - Neuroscience
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