Personalization in personalized marketing: Trends and ways forward
In marketing, personalization is the action of designing and producing in ways that resonate
with customer preferences. Content and products that are personalized according to …
with customer preferences. Content and products that are personalized according to …
Service marketing and quality strategies
Marketing concept was formerly built on manufacturing based model with products and
goods-centered, for mainly economic exchange. It was developed, commencing from the …
goods-centered, for mainly economic exchange. It was developed, commencing from the …
Understanding the role of artificial intelligence in personalized engagement marketing
V Kumar, B Rajan, R Venkatesan… - California …, 2019 - journals.sagepub.com
This article explores the role of artificial intelligence (AI) in aiding personalized engagement
marketing—an approach to create, communicate, and deliver personalized offerings to …
marketing—an approach to create, communicate, and deliver personalized offerings to …
[HTML][HTML] A global perspective on the marketing mix across time and space
JRK Wichmann, A Uppal, A Sharma… - International Journal of …, 2022 - Elsevier
The marketing mix (MM) is an integral part of a firm's marketing strategy sitting at the nexus
between a company and the marketplace. As such, it evolves together with the marketplace …
between a company and the marketplace. As such, it evolves together with the marketplace …
[HTML][HTML] Technology-enabled personalization in retail stores: Understanding drivers and barriers
Smart technologies grant brick-and-mortar retailers novel opportunities to introduce the
amenities of online retailing, such as data-driven personalization, into physical interactions …
amenities of online retailing, such as data-driven personalization, into physical interactions …
Marketing in a data-driven digital world: Implications for the role and scope of marketing
D Shah, BPS Murthi - Journal of Business Research, 2021 - Elsevier
We are living in a world of data abundance and rapid technological advances in the digital
realm. The consequences for marketing practices have been transformative. The Marketing …
realm. The consequences for marketing practices have been transformative. The Marketing …
Online relationship marketing
Online interactions have emerged as a dominant exchange mode for companies and
customers. Cultivating online relationships—defined as relational exchanges that are …
customers. Cultivating online relationships—defined as relational exchanges that are …
Influence of Industry 4.0 Projects on Business Operations: literature and empirical pilot studies based on case studies in Poland
B Gajdzik, R Wolniak - Journal of Open Innovation: Technology, Market …, 2022 - mdpi.com
For the past decade, Industry 4.0 has become the basis for building competitive advantage
for business operations. The key technologies of Industry 4.0 are implemented in enterprises …
for business operations. The key technologies of Industry 4.0 are implemented in enterprises …
Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness
Retailers gather data about customers' online behavior to develop personalized service
offers. Greater personalization typically increases service relevance and customer adoption …
offers. Greater personalization typically increases service relevance and customer adoption …
How legacy firms can embrace the digital ecosystem via digital customer orientation
PK Kopalle, V Kumar, M Subramaniam - Journal of the Academy of …, 2020 - Springer
Because of modern digital technologies, business environments are turning into digital
ecosystems, wherein a firm's traditional interdependencies are increasingly influenced by …
ecosystems, wherein a firm's traditional interdependencies are increasingly influenced by …