Mostrar el registro sencillo del ítem

dc.contributor.authorLies, Jan
dc.date2022-12
dc.date.accessioned2022-12-16T08:07:54Z
dc.date.available2022-12-16T08:07:54Z
dc.identifier.issn1989-1660
dc.identifier.urihttps://reunir.unir.net/handle/123456789/13932
dc.description.abstractMarketing intelligence fosters two major developments within digital service marketing. On the one hand, a boom of services seems to have evolved, accelerated by the opportunities of marketing intelligence. It has contributed to the optimization of customer experiences, e.g., supported by mobile, personalized, and customized marketing services. On the other hand, (digital) self-services are likely to pervert the term “service”. Lifecycle marketing, including annoying marketing communication in real-time, automated price adjustment and programmatic advertising based on artificial intelligence, affects the vision of fully standardized marketing automation. Additionally, there are incentives to pollute the digital information in order to manufacture opinions. Fake news is one popular example. This leads to the (open) question if marketing intelligence means service boom or bust of marketing. This contribution aims to elaborate the boom-and-bust aspects of marketing intelligence and suggests a trade-off. The method applied in this paper will be a descriptive and conceptual literature review, through which the paradigmatic thoughts will be juxtaposed from the perspective of service.es_ES
dc.language.isoenges_ES
dc.publisherInternational Journal of Interactive Multimedia and Artificial Intelligence (IJIMAI)es_ES
dc.relation.ispartofseries;vol. 7, nº 7
dc.relation.urihttps://ijimai.org/journal/bibcite/reference/3192es_ES
dc.rightsopenAccesses_ES
dc.subjectdigital marketinges_ES
dc.subjectintelligencees_ES
dc.subjectservitizationes_ES
dc.subjectmarketing intelligencees_ES
dc.subjectIJIMAIes_ES
dc.titleMarketing Intelligence: Boom or Bust of Service Marketing?es_ES
dc.typearticlees_ES
reunir.tag~IJIMAIes_ES
dc.identifier.doihttps://doi.org/10.9781/ijimai.2022.10.001


Ficheros en el ítem

Thumbnail

Este ítem aparece en la(s) siguiente(s) colección(ones)

Mostrar el registro sencillo del ítem