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Influence of new-age technologies on marketing: A research agenda

机译：新时代技术对营销的影响：研究议程

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摘要

This study focuses on four key new-age technologies - the Internet of Things, Artificial Intelligence, Machine Learning, and Blockchain - and their respective roles in marketing. Specifically, the study examines each of these four technologies in depth, to understand their key elements, the domains in which they operate, and current use cases pertaining to these technologies. The adoption of these new-age technologies is expected to have an impact on the outcomes for firms and customers. However, these are dynamically evolving technologies that have not yet been completely explored and whose full potential has yet to be uncovered. This study presents some research questions that are pertinent to key entities (firms, customers, intermediaries, developers, and regulators), and which merit deeper investigation in the future. This study also highlights major areas that need managerial focus in the adoption of these new-age technologies.
机译：本研究重点介绍了四个关键的新时代技术 - 东西互联网，人工智能，机器学习和区块链 - 以及他们各自的营销作用。具体而言，该研究审查了这四种技术中的每一个深度，了解他们的关键元素，它们的操作域以及与这些技术有关的当前用例。预计这些新技术的采用将对公司和客户的成果产生影响。然而，这些是动态发展的技术，尚未完全探索，其全部潜力尚未被揭露。本研究提出了一些与关键实体（公司，客户，中介机构，开发商和监管机构）相关的研究问题，并在未来更深入调查。本研究还介绍了需要管理专注于通过这些新技术的主要领域。

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