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:
Commentary
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7642859/
http://dx.doi.org/10.1007/s13162-020-00182-9
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author Belk, Russell
author_facet Belk, Russell
author_sort Belk, Russell
collection PubMed
description 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.
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spelling pubmed-76428592020-11-05 Resurrecting marketing Belk, Russell AMS Rev Commentary 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. Springer US 2020-11-05 2020 /pmc/articles/PMC7642859/ http://dx.doi.org/10.1007/s13162-020-00182-9 Text en © Academy of Marketing Science 2020 This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic.
spellingShingle Commentary
Belk, Russell
Resurrecting marketing
title Resurrecting marketing
title_full Resurrecting marketing
title_fullStr Resurrecting marketing
title_full_unstemmed Resurrecting marketing
title_short Resurrecting marketing
title_sort resurrecting marketing
topic Commentary
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7642859/
http://dx.doi.org/10.1007/s13162-020-00182-9
work_keys_str_mv AT belkrussell resurrectingmarketing

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