A Smart New Theoretical Model of Global Marketing Communication to Support Customer Relationship Management and Sustainability

Abstract

The history of communication models' evolution has seen incredible progress, from the first classic model which underlined just the fundamentals of communication (sender, receiver, message, and media) to recent models which have been able to integrate other interesting parameters closely related to human behavior, communication platforms, specificities of the communicators' environment, etc. This chapter will aim to develop a new theoretical model of global marketing communication based on artificial intelligence. This proposed model will integrate new elements necessary to be able to meet the requirements of customer relationship management (CRM) and those of sustainable development. For example, the new model will have to open up to global customers in order to satisfy them and will also have to take into consideration the constraints of sustainable development (environment, human factor, etc.) in relation to the product and/or the brand marketed to show how conscious and responsible the company is.