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Resurrecting marketing

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 ag...

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Detalles Bibliográficos
Autor principal: Belk, Russell
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer US 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7642859/
http://dx.doi.org/10.1007/s13162-020-00182-9