Taking Versus Making in Paradigmatic Marketing based on Semantics and Linked Data

This paper proposes a new conceptualization for client-oriented marketing, meaning a strategy helping identify the real needs of the client rather than induce or activate some artificial or false needs. Linguistically, the concept is based on semantics as an enhanced approach of syntactic procedure, with a view to understanding the customer's demands. From a semiotic perspective, paradigmatic marketing implies the presence of relationships or their absence based on meaning rather than on proximity like in the syntagmatic case. Practically speaking, by using web semantics and linked data, the herein marketing conceptualization is built upon a large non-structured internet database of entities connected through meaning that relies on ontology. The role of linked data is to connect products/services and customers with each other (e.g. product with customer, customer with customer). Semantics rely on linked data and ontology so that a useful common meaning or attribute should be assigned to a cluster of entities (either products or customers). Different methods and procedures are then applied to this cluster in order to identify a potential need of a client.