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Les mashups : une illustration de l'agilité en marketing

Abstract : 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.
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https://hal.archives-ouvertes.fr/hal-02054307
Contributor : Maria Mercanti-Guerin <>
Submitted on : Monday, March 4, 2019 - 10:09:36 PM
Last modification on : Monday, June 28, 2021 - 9:58:01 PM
Long-term archiving on: : Wednesday, June 5, 2019 - 12:38:20 PM

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Maria Mercanti-Guérin. Les mashups : une illustration de l'agilité en marketing. Décisions Marketing, Association Française du Marketing, 2013, pp.125-135. ⟨10.7193/DM.071.125.135⟩. ⟨hal-02054307⟩

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