 Marketing transformation under the pressure of the new technologies and emotions impact on decision makingHolistic Marketing Management Journal, 2020, vol. 10, issue 4, 13-22 Abstract: Improving marketers’ contribution to organizational adaptation and resilience involves a better approach of the unified customer view and of the digital customer experience. While facing uncertainty there is a clear need to optimize the technology stack and its utilization with regard to the data collection, integration and analysis. In the same time, marketers are under pressure of better understanding the emotions of the anxious consumer within the current evolution of COVID-19 pandemic, because consumers’ anxiety can cause strong emotions. There is no doubt that marketers must be truly connected to what the today’s anxious and more cautious consumer values within the context of the evolution of COVID-19 pandemic, without neglecting both the deeply inter-relation between gradients of emotion, and the clusters of emotions, taking into account the broader influence of emotions, especially as motivation to reduce uncertainty, on dynamic decision-making process. Keywords: Marketing transformation; Unified customer view; Digital customer experience; Technology stack; Emotions and Consumer Behaviour (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:hmm:journl:v:10:y:2020:i:4:p:13-22 Access Statistics for this article More articles in Holistic Marketing Management Journal from Holistic Marketing Management |
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