From CM to CRM to CN2: A Research Agenda for the Marketing Communications Transition

Don E. Schultz · Edward Carl Malthouse · Doreén Pick

35 citations0/0 files storedGabler Verlag eBooks

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Marketing and Advertising Strategies Digital Marketing and Social Media Literature, Culture, and Aesthetics

Abstract

Marketing, and particularly marketing communication (marcom), has experienced dramatic transitions over the last 60 years. From the dependency on mass media to the development of data-based systems, to today’s digitally-driven, interactive approaches, marcom has evolved based on new approaches and methodologies that were not even imagined six decades ago. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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