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New Technologies in Marketing as Competitive Advantage

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  • TANASE, George Cosmin

Abstract

Sophisticated technology is drastically changing the society including consumer behaviour and their purchasing patterns. Many companies are already actively combining IoT technology, mobile applications, smart home appliances and other consumer electronics devices in multiple marketing communication channels. Marketing Managers are increasingly starting to direct company's communication towards modern marketing channels such as mobile and online with traditional channels slowly being replaced. New technologies in retail marketing, such as NFC and Bluetooth LE, offer a wide range of opportunities for reaching consumers in various creative ways. Soon, integrated multi-channel marketing strategies will include a seamless flow of personalized brand's messages through a number of inter-connected channels. By recognizing the value of new technologies in marketing and by implementing them, companies can achieve strong competitive advantage and a greater return on investment.

Suggested Citation

  • TANASE, George Cosmin, 2020. "New Technologies in Marketing as Competitive Advantage," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 11(2), pages 28-32, July.
  • Handle: RePEc:rdc:journl:v:11:y:2020:i:2:p:28-32
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    File URL: http://crd-aida.ro/RePEc/rdc/v11i2/3.pdf
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    References listed on IDEAS

    as
    1. Cvitanović, Petra Leonora, 2018. "New Technologies in Marketing as Competitive Advantage," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2018), Split, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018, pages 294-302, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
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      More about this item

      Keywords

      Technology; Multi-channel marketing; Competitive advantage; Consumer behaviour; Shopping experience; Brand perception;
      All these keywords.

      JEL classification:

      • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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