Essays about: "MarTech"

Found 2 essays containing the word MarTech.

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

   University essay from Göteborgs universitet/Institutionen för journalistik, medier och kommunikation

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

   Abstract : 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’. READ MORE

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

   University essay from Umeå universitet/Företagsekonomi

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

   Abstract : 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. READ MORE