Russell Belk ()
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Russell Belk: York University
AMS Review, 2020, vol. 10, issue 3, No 3, 168-171
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)
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