Marketing in a data-driven digital world: Implications for the role and scope of marketing

Denish Shah and B.P.S. Murthi

Journal of Business Research, 2021, vol. 125, issue C, 772-779

Abstract: We are living in a world of data abundance and rapid technological advances in the digital realm. The consequences for marketing practices have been transformative. The Marketing Edge and Journal of Business Research sponsored this special issue to address the need for research in this domain. We draw upon past literature to trace how data-driven marketing practices and adoption of digital technologies have helped transform and expand the scope of marketing from a function that was primarily related to analyzing advertisements, to crafting analytics-driven customer-centric marketing, to a function that is fiscally responsible and increasingly technology enabled. The collection of nine studies in this special issue richly describes the challenges that marketing practitioners face and highlights research issues that need to be addressed.

Keywords: Data-driven marketing; Digital technology; Future of marketing; Evolution of marketing role (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (15)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296320304355
Full text for ScienceDirect subscribers only

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:eee:jbrese:v:125:y:2021:i:c:p:772-779

DOI: 10.1016/j.jbusres.2020.06.062

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().