Augmented Customer Strategy

1Customer Strategies in the Face of New Technological, Social and Environmental Challenges

The marketing practiced and taught today is light years away from that which was practiced and taught in the 1980s. In a few decades, the discipline has been transformed to provide consumers with a new role, integrating the latest technological advances and possessing a new place in society. The transition from an industrial to a postindustrial era has, in particular, underlined the importance of services and the intangible, knowledge and information, techniques and technology, the environment and individual well-being, globalization and a new organization of work (platforms, uberization, etc.). It thus becomes impossible to talk about marketing without mentioning digital tools, big data, Service Dominant Logic perspective, artificial intelligence (AI), economy of platforms, open innovation, GAFAM (Google, Apple, Facebook, Amazon, Microsoft), NATU (Netflix, Airbnb, Tesla, Uber) and BATX (Baidu, Alibaba, Tencent, Xiaomi in China). Everyone must constantly reinvent themselves to be in direct contact with changes in society, the economy, technologies and managerial practices.

The hot topics identified by a team of researchers from the Association Française de Marketing clearly reflect these developments and the need to produce scientific knowledge that will shed light on current developments¹. In 2017–2018, Amina Béji-Bécheur, Audrey Bonnemaizon, Bérangère Brial, Jérôme Baray, Laurent Bertrandias, ...