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Responding to Customer Behaviour in Real Time: From Campaign Management to Marketing Automation


  • TANASE, George Cosmin


The digital transformation is currently considered the biggest challenge for companies of all industries. Access to customers and marketing communications is rapidly changing. The expectation on companies to provide a top user experience to produce effective competitiveness is growing. Marketing Engineering the ability to achieve quick results in a complex digital transformation is expected to become a new challenge. Marketing is taking on a leading role in the digital transformation. Traditional campaign management has become worn out and is giving way to dynamic real-time communication. The Internet of Things opens up a number of new communication channels, contexts and data sources. Mobile marketing no longer only consists of mobile optimised measures but now also incorporates the context of use and location-based services. Traditional buyer-seller relationships between customer and company are becoming more complex and must be understood in a more differentiated way.

Suggested Citation

  • TANASE, George Cosmin, 2018. "Responding to Customer Behaviour in Real Time: From Campaign Management to Marketing Automation," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 9(2), pages 25-29, June.
  • Handle: RePEc:rdc:journl:v:9:y:2018:i:2:p:25-29

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    References listed on IDEAS

    1. Labrecque, Lauren I. & Markos, Ereni & Milne, George R., 2011. "Online Personal Branding: Processes, Challenges, and Implications," Journal of Interactive Marketing, Elsevier, vol. 25(1), pages 37-50.
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    More about this item


    Analytical Intelligence; Communication; Digital Marketing; Customer Interaction; Relevant Information; Client Data;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q55 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environmental Economics: Technological Innovation


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