TY  - JOUR
T1  - Specific Applications of Weather-Based Marketing
JO  - Journal of Emerging Trends in Marketing and Management
VL  - I
IS  - 1
SP  - 204
EP  - 209
PY  - 2017
T2  - 
AU  - Tonkova, Evgeniya
SN  - 2537-5865
DO  - 
UR  - http://www.etimm.ase.ro/RePEc/aes/jetimm/2017/ETIMM_V01_2017_108.pdf
KW  - weather based marketing
KW  - real time marketing
KW  - marketing automation
AB  - The rapid penetration of new technologies in business and using them largely by consumers is a prerequisite for designing new applications for the purposes of marketing. Binding marketing decisions with big data is already a necessity which provides purposefulness, accuracy and speed of processes and tools. The interdependences between weather and the users that are surveyed and registered on the offline market are considered even more significant in designing the online set of marketing tools. The positive effects of applying weather-based marketing will generate extra interest in implementing and designing innovative applications. It is expected that a step forward will be made by the high-tech companies and those which update their marketing more actively. The article reviews current applications of weather-based marketing, the response to changes in weather and the possibilities for integrating the decisions for off- and online markets. The results of the research of weather-based marketing in Bulgaria will help to explain its condition at the moment and the opportunities for enlarging its scope in the future.
ER  -