From Marketing Mix to Digital Marketing
Between interoperability and the challenges of modernization: the case of advertising professionals in Cameroon
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Our society has moved from a non-industrialized production and consumption model suited to traditional marketing strategies to industrialized and then technologically industrialized models over the course of the 18th and 21st centuries. This process gradually led the traditional marketing function towards a digital marketing function specific to the 4.0 industrial revolution. The main aim of this research was to show that the development of ICTs has significantly encouraged interoperability between the marketing mix and digital marketing over the last ten (10) years in Cameroon. Davis' (1989) ...
Our society has moved from a non-industrialized production and consumption model suited to traditional marketing strategies to industrialized and then technologically industrialized models over the course of the 18th and 21st centuries. This process gradually led the traditional marketing function towards a digital marketing function specific to the 4.0 industrial revolution. The main aim of this research was to show that the development of ICTs has significantly encouraged interoperability between the marketing mix and digital marketing over the last ten (10) years in Cameroon. Davis' (1989) Technology Acceptance Model was used to explain the marketing orientations and roles of institutional ICT players and advertising professionals in Cameroon. Recent statistical data from Minpostel (2015) show that Internet and mobile penetration rates, access costs and the multiplicity of operators are all technological indicators that have influenced the interoperability between the marketing mix and digital marketing in the advertising sector in Cameroon.
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