Gilles N’Goala

Gilles N’Goala is a Professor at Montpellier Management (University of Montpellier), where he is the academic director of the Master’s program “Marketing, Innovation, and Territories.” He is also Co-holder of the « chaire internationale sur les usages et pratiques de la ville intelligente », developed in collaboration with ESG UQAM (Université du Québec à Montréal), the metropolitan areas of Montreal and Montpellier, and several founding corporate partners (more information). He is Co-Editor-in-Chief of the journal Décisions Marketing and has previously held the positions of Vice President and then President of the Association Française du Marketing (more information).

In the field of customer experience and relationship management, he is the author of a thesis defended in 2000 (focusing particularly on the marketing of the banking sector), numerous scientific articles (Journal of the Academy of Marketing Science, Recherche et Applications en Marketing, etc.), and has contributed to and coordinated collective works on technology-enhanced customer strategies (Gilles N’Goala, Virginie Pez-Pérard, and Isabelle Prim-Allaz, 2019) and on smart cities (Gilles N’Goala, Florence Paulhiac, and Fabien Durif, 2024). His research explores how the uses and practices of consumers / clients / citizens evolve in response to the digital transformation of our cities, our activities (commerce, banking, tourism, health, etc.), and our daily lives.