Economics at your fingertips  

Resurrecting marketing

Russell Belk ()
Additional contact information
Russell Belk: York University

AMS Review, 2020, vol. 10, issue 3, No 3, 168-171

Abstract: Abstract Marketing lays dying, felled by two fatal blows: 1) the shift in control of brands from marketer to consumer; and 2) the shift of many marketing functions from marketing to Big Data, algorithms, and data analytics. To resurrect marketing, we need to fundamentally refocus on marketing in a digital age.

Keywords: Marketing RIP; Disruptive innovation; Big data; Algorithims; Analytics; Distributed brands; Co-creation; Abductive logic; Imitation (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link) 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:

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/13162

DOI: 10.1007/s13162-020-00182-9

Access Statistics for this article

AMS Review is currently edited by Manjit S. Yadav

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

Page updated 2021-03-20
Handle: RePEc:spr:amsrev:v:10:y:2020:i:3:d:10.1007_s13162-020-00182-9