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...
Exclusive to subscribers. 97% yet to be discovered!
Already subscribed? Log in!
Technical marketing innovations linked to recent ICT developments
The transformation of marketing frames of reference
Article included in this offer
"Industrial management"
(
72 articles
)
Updated and enriched with articles validated by our scientific committees
A set of exclusive tools to complement the resources
Bibliography
Exclusive to subscribers. 97% yet to be discovered!
Already subscribed? Log in!
