2. The transformation of marketing frames of reference
This panorama of recent technical innovations in marketing reveals an abundant dynamic. This is not independent of the transformation of marketing management frames of reference. Indeed, not only are customer behaviours and expectations evolving, but the logic behind them is also changing, through a process of renewal of methods, strategies and even the theoretical foundations of this specialty.
2.1 Transforming consumers and markets
The approach to marketing management in the digital age responds to a new context in which customer behavior and expectations have evolved. So, before tackling the issues surrounding the renewal of methods and strategies, it's important to understand who they're aimed at.
So, if we were to present a general...
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The transformation of marketing frames of reference
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