Tüketim ve Dönüşüm: Pazarlama Dünyasının Yeni Kodları

This work comprehensively explores the new codes and transformations in marketing within the digital age, covering contemporary topics such as social media influencers, conscious consumption, neuromarketing, and AI-powered chatbots. It begins by emphasizing the importance and influence of micro-influencers on marketing strategies and consumer behavior, followed by an in-depth discussion on conscious consumption for a sustainable future, including consumer awareness and ethics. The study delves into neuromarketing techniques and their scientific applications in advertising, illustrating benefits through examples from companies like Google, Campbell Soup, and BMW. The final section extensively examines the rise of AI-powered chatbots in digital marketing, highlighting their roles in customer engagement, data analytics, and enhancing marketing insights. The book presents novel approaches to understanding consumers, targeting, and personalized communication shaped by technology and digitalization in marketing strategies.