TITLE

Les mashups : une illustration de l'agilité en marketing

AUTHOR(S)
Mercanti-Guérin, Maria
PUB. DATE
July 2013
SOURCE
Decisions Marketing;jui-sep2013, Issue 71, p125
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Mashup is a Web application primarily known for its use in cartographic data. However, mashups are becoming widespread in e-commerce Websites 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.
ACCESSION #
89449076

 

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