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1. Technical marketing innovations linked to recent ICT developments
These transformations affect both the marketing information system and the action system.
1.1 In the marketing information system: Big Data, Machine-learning and AI usage
The digital age is resolutely the age of mass data. The unprecedented volume of data ("Big data") available to companies today as a basis for their decisions is completely reshaping the marketing approach. The ability to know prospects and customers knows almost no limits other than those of human and/or organizational rationalities. For companies, mass data represents an opportunity to rethink their approach to the market, their value proposition for the customer, and their communications, with a view to delivering an ever-improving customer experience. Data can even be used to exceed and...
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Technical marketing innovations linked to recent ICT developments
The transformation of marketing frames of reference
Bibliography
- (1) - CAMELIS (C.), DANO (F.), GOUDARZI (K.), HAMON (V.), LLOSA (S.) - Les rôles des « co-clients » et leurs mécanismes d'influence sur la satisfaction globale durant une expérience de service, - Recherche et Applications en Marketing (French Edition), SAGE Publications, 28 (1), pp 46-69 (2013).
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The Ultimate Scientific and Technical Reference
