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Les mashups : une illustration de l'agilité en marketing

Author

Listed:
  • Maria Mercanti-Guérin

    (LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - CNAM - Conservatoire National des Arts et Métiers [CNAM] - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université)

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.

Suggested Citation

  • Maria Mercanti-Guérin, 2013. "Les mashups : une illustration de l'agilité en marketing," Post-Print hal-02054307, HAL.
    • Handle: RePEc:hal:journl:hal-02054307
    DOI: 10.7193/DM.071.125.135
    Note: View the original document on HAL open archive server: https://hal.science/hal-02054307
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