the Evolution of Marketing in Modern Era

The Evolution of Marketing in the Modern Era: From Business Intuition to Evidence-Based Marketing analyzes how business intelligence, data analytics, and artificial intelligence are transforming the practice of marketing. The book argues that intuition, creativity, and professional experience remain valuable, but must be complemented by evidence, metrics, dashboards, critical thinking, and ethical standards. Spanning three chapters, the book explains the evolution of traditional marketing toward data-driven approaches, presents the fundamentals of business intelligence (BI) as applied to segmentation, personalization, KPIs, privacy, and decision-making, and analyzes real-world case studies such as Netflix, Starbucks, Amazon Ads, Mercado Libre, Nubank, and Coca-Cola. The book concludes that the modern marketer does not need to become an expert programmer, but must develop analytical literacy to ask better questions, interpret results, engage with technical teams, and make responsible, human-centered, and evidence-based business decisions.