New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments

Shrihari Sridhar () and Eric Fang ()
Additional contact information
Shrihari Sridhar: Texas A&M University
Eric Fang: China Europe International Business School (CEIBS)

Journal of the Academy of Marketing Science, 2019, vol. 47, issue 6, No 1, 977-985

Abstract: Abstract The last decade has seen marketing strategy evolve rapidly in three major directions, which can be summarized in three Ds: digital, data-rich, and developing markets. The first D refers to “digital”; digital marketing strategy deals with firms’ judicious use of digital resources to create differentiated and sustainable value for customers. The second D is “data-rich”; digital marketing has made available to researchers unprecedented data on firm and customer behavior. The third D is “developing markets”; the issue of marketing strategy in a digital and data-rich context is particularly relevant in developing markets such as BRIC (Brazil, Russia, India, and China) countries. This article formally defines the scopes of the three Ds, identifies opportunities associated with three Ds, and highlights the work published in these areas that will hopefully trigger more research work in D3 environments.

Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

Downloads: (external link)
http://link.springer.com/10.1007/s11747-019-00698-y Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:joamsc:v:47:y:2019:i:6:d:10.1007_s11747-019-00698-y

Ordering information: This journal article can be ordered from
https://www.springer ... gement/journal/11747

DOI: 10.1007/s11747-019-00698-y

Access Statistics for this article

Journal of the Academy of Marketing Science is currently edited by John Hulland, Anne Hoekman and Mark Houston

More articles in Journal of the Academy of Marketing Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().