Technical marketing innovations linked to recent ICT developments
Digital Transformation of Marketing Management

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...