Tuesday, 30 Nov, 2021




Disruptive Innovation in Advertising and Branding - Customer Retention for Sustaining Growth

International Journal of Applied Marketing and Management

Volume 3 Issue 2

Published: 2018
Author(s) Name: Prakash A., Aswathi Nair, Dinesh Kumar | Author(s) Affiliation: Professor and NAAC Coordinator, International Institute of Business Studies, Bangalore, Karnataka
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Corporate Business & Industry are revisiting their own business processes and technology approaches as competitors and partners start to employ ‘digitalised’ business processes and exploit the increasing convergence between operational technology and information technology in the Corporate World. Technology solution providers are using concepts such as Internet of Things (IoT) to reach customers’ visibility and effectively at Point of Purchase (PoP) to sustain growth. Companies are creating and implementing the IoT solutions as alternative solutions to traditional technology solutions. Emerging business models allow Corporates to rethink or even outsource. Visibility by Advertising & Branding, Customer Retention by Intelligent connected systems along with network communications, software, and analytics now enable companies to improve and Turnaround Time (TAT) to optimise operating performance.

Keywords: Customer Relationship Management (CRM), Customer Retention by Visibility, Disruptive Innovation, Supply Chain Management (SCM), Digital Visual Merchandising, Stock Keeping Units (SKUs)

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