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Conceptual Review of Technology Enabled Marketing
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Author(s): Sakhhi Chhabra (Xavier School of Management, Delhi-NCR Campus, India)
Copyright: 2022
Pages: 16
Source title:
Handbook of Research on Digital Transformation Management and Tools
Source Author(s)/Editor(s): Richard Pettinger (University College London, UK), Brij B. Gupta (Asia University, Taichung, Taiwan & Lebanese American University, Beirut, Lebanon), Alexandru Roja (Babeș-Bolyai University, Cluj-Napoca, Romania)and Diana Cozmiuc (Ioan Slavici University, Timisoara, Romania)
DOI: 10.4018/978-1-7998-9764-4.ch020
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Abstract
Technology is changing rapidly, which is constantly changing the status quo in people's lives. It is difficult for marketers to understand these accelerating changes and act on them. In this work, the author explores how the marketing discipline has evolved due to changing technologies over the years. The work first uncovers the major changes in technology and ponder the foundational concepts which have led to these technology changes. Then it reflects on these changes from a marketing lens and understand how the new concepts have emerged in the discipline. Further, the author dives into how the changes in marketing discipline have impacted consumer behavior and subsequently predict the directions in which the marketing discipline would evolve due to changes in technology. The contribution of this paper is a comprehensive literature review and development of a framework that links the changes in technology and resultant changes in consumer behavior which throws up new research agenda in technology-enabled marketing for academicians and Ph.D. scholars working in this area.
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