Year: 2019
Type: article
Abstract: This paper critically examines the influence of digital transformation on contemporary marketing management strategies. The burgeoning digital era of the 21st century demands an innovative approach towards the conventional theories of marketing management. Our study uncovers new perspectives to help companies undertake this revolutionary shift with agility, strategically aligning their operations with a customer-centric digital approach. The research utilizes a qualitative-method approach, consisting of comprehensive literature review, case studies etc. The study unravels how digital transformation affects various components of marketing including customer insights, segmentation, targeting, and positioning. A significant finding of this paper illustrates the increased relevance of data-driven decisions within marketing management.
Author: Bharati Rathore
Institution: University of Rajasthan
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4385821602