Les mashups: une illustration de l'agilité en marketing

Maria Mercanti-Guérin ()
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Maria Mercanti-Guérin: LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - CNAM - Conservatoire National des Arts et Métiers [CNAM]

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Abstract: Abstract: Mashup is a Web application primarily known for its use in cartographic data. However, mashups became widespread among the eRetail and provide services that go well beyond mapping. The objective of this research is to understand and measure the implications of these new applications on marketing agility. The features of the mashup sites and possible future developments for consumers are drawn. Mashups offer a full range of professional services from CRM to advertising management and positively impact collaborative work and business agility.

Keywords: agility; eRetail; services; wikis; mashups; e-commerce; agilité (search for similar items in EconPapers)
Date: 2013
Note: View the original document on HAL open archive server: https://hal.science/hal-02054307
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Published in Décisions Marketing, 2013, 71, pp.125-135. ⟨10.7193/DM.071.125.135⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02054307

DOI: 10.7193/DM.071.125.135

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