Multidisciplinary Approaches to Marketing

Fatma İrem Konyalıoğlu ()
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Fatma İrem Konyalıoğlu: İzmir Democracy University

Chapter Chapter 9 in Multidisciplinary Approaches to Contemporary Marketing, 2025, pp 249-280 from Springer

Abstract: Abstract Marketing has traditionally been managed through the integration of various scientific disciplines. Today, this multidisciplinary approach has become even stronger and more prominent, further enhancing its impact. The multidisciplinary approaches to marketing explore the integration of advanced technologies, societal influences, and economic considerations to redefine modern marketing practices. The digital era has introduced innovative tools like Artificial Intelligence (AI), Internet of Things (IoT), and Augmented Reality (AR), fundamentally reaching, and reshaping consumer engagement, branding, and decision-making processes. These technologies focus on sustainability and integrate insights from behavioral economics, psychology, and sociology to promote hyper-personalization, data-driven strategies, and ethical marketing approaches. However, they also raise concerns about privacy and transparency. Furthermore, the multidisciplinary marketing approach highlights the importance of accessibility, inclusivity, and corporate social responsibility (CSR) in aligning business objectives with societal well-being and sustainability goals. Green fiscal policies and innovative multidisciplinary marketing strategies focused on sustainability are paving the way for a new era in sustainable markets. This transformation, driven by contemporary multidisciplinary approaches, not only emphasizes the urgency of adopting environmentally friendly practices but also underscores the critical importance of strong collaboration between the public and private sectors to drive impactful change. In an era of rapid digital transformation, integrating perspectives from multiple disciplines is crucial for comprehending the evolving dynamics of marketing and fostering sustainable consumer behavior. Ensuring sustainable development for both the present and future necessitates embedding ethical practices at the core of all processes while emphasizing the significance of cultural sensitivity and innovative solutions.

Keywords: Digital marketing; Behavioral economics; Sustainability; Neuromarketing; Consumer behavior; Ethical Marketing (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-78026-4_9

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