Sökning: "MarTech"

Hittade 2 uppsatser innehållade ordet MarTech.

  1. 1. IDENTITY & TECHNO-UTOPIANISM. A Critical Discourse Analysis of Marketing Material and their Sociotechnical Imaginaries.

    Master-uppsats, Göteborgs universitet/Institutionen för journalistik, medier och kommunikation

    Författare :Albin Åberg; [2022-02-10]
    Nyckelord :Discourse Analysis; Sociotechnical Imaginaries; Marketing Technology; MarTech; Critical Studies; Identity; Techno- Utopianism;

    Sammanfattning : This research paper sets out to investigate the messaging present in a corpus of texts gathered from Acxiom’s, an American data-analysis and ‘Identity Solutions’-company, website. The paper applies a framework of Critical Discourse Analysis informed by Theo van Leeuwen’s theory of ‘legitimations’ and analyses the findings through the theoretical framework of ‘Sociotechnical Imaginaries’. LÄS MER

  2. 2. Marketing managers in the age of AI : A multiple-case study of B2C firms

    Master-uppsats, Umeå universitet/Företagsekonomi

    Författare :Alex Mugrauer; Johannes Pers; [2019]
    Nyckelord :artificial intelligence; machine learning; decision-making; marketing; marketing manager; MarTech;

    Sammanfattning : The growing capacity of artificial intelligence (AI) has been compared to how electricity transformed our world and industries a hundred years ago. AI is changing the rules, roles and tools of marketing, as marketing is one of the most prosperous areas to implement AI in. LÄS MER