Recent Computer Applications in Marketing

Especially in recent years, marketing efforts of businesses have gained more importance along with the intense competition. Creating value to the target market and facilitating the life of consumers have become the primary goals of the firms. There is no doubt that offering simplicity to the consumers will affect the success of businesses in competitive environment. Technology is an important input in the wellness of the firms and customers. Hence, marketing needs to be in a close contact with computer related technologies. Computer science is one of the disciplines that encompasses these technologies and aids the marketing managers� decision process. As a marketing decision maker, it is important to utilize the benefits of recent computer applications. In this study, among these applications, we mainly focus on geographic information systems, computer vision, augmented reality, eye tracking and data mining. These technologies and their complementary roles in marketing will be discussed in detail along with the real life examples. It is believed that the study is expected to draw managers� attention and thus, support the survival of the firms by satisfying the consumer expectations, maximizing profits and creating a value to the target market.



Author Information
Selay Ilgaz Sumer, Baskent University, Turkey
Emre Sumer, Baskent University, Turkey

Paper Information
Conference: ACSS2017
Stream: Economics and Management

This paper is part of the ACSS2017 Conference Proceedings (View)
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