Marketing Technologies (Martechs)

Hashem Aghazadeh () and Mozhde Khoshnevis ()
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Hashem Aghazadeh: University of Tehran
Mozhde Khoshnevis: University of Tehran

Chapter Chapter 4 in Digital Marketing Technologies, 2024, pp 93-108 from Springer

Abstract: Abstract In this chapter, we will introduce some important emerging technologies which can be applied in marketing and can help gaining competitive advantage. Second, we will define marketing technology and describe its 4Ps as necessary elements which help marketing technologies to be realized practically. Then, we will relate marketing technologies with marketing generations and explain their applications in the latest generations. Finally, we will discuss the application of marketing technologies for special circumstances, especially the COVID-19.

Keywords: Martech concept; 4Ps of martech; Marketing generations; Marketing 3.0; Marketing 4.0; Marketing 5.0 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-0607-5_4

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DOI: 10.1007/978-981-97-0607-5_4

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