Application of Internet of Things in Marketing Management
Arshi Naim, Anandhavalli Muniasamy, Hamed Alqahtani · 2022
Internet of Things (IoT) has already reached its threshold of success in all the disciplines, and marketing management (MMgnt) has also been applying it in many of its areas for optimum growth, development, and safe working. This chapter is a case-based qualitative analysis that explains how IoT contributed to three fields MMgnt which are customer relationship management (CRM), building advanced business process models (BPM) and product life cycle (PLC). This is a descriptive study, and for the purpose of analysis, many instances from the real retail firms’ are compared before and after the application of IoT and presented the distinguished achievement of classification of IoT. This study proposes five IoT plans for measuring the effectiveness of IoT for the abovementioned three sections of MMgnt that depend on the collection and sharing of data from external and internal environments. The results show that IoT plays an important role in the general marketing framework and specifically in three major areas of MMgnt for growth and development.