The Rise of new technologies in marketing

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As a scholarly field, marketing has a long tradition of studying the adoption of new technologies. This attention is certainly warranted, as studies consistently demonstrate that, compared with firms that do not invest heavily in new technology, those that do are more agile and enjoy a strong competitive advantage (IBM Institute for Business Value 2021). However, what has received less attention in the literature is how new technologies give rise to innovations in marketing techniques, tools, and strategies themselves. In particular, there is a need for marketing scholars to develop theoretical paradigms of how marketers use technologies to develop a competitive advantage. This special issue on “New Technologies in Marketing” presents cutting-edge scholarly research that recognizes the foundational role of new technologies in driving marketing theory and practice. The articles in the special issue study a broad range of new technologies, and we hope they will stimulate further research concerning new technologies in marketing and their application in practice. In this editorial, we provide several frameworks for thinking about how new technology affects the marketing discipline. These frameworks serve to organize the portfolio of articles in the special issue, identify potential gaps worthy of further study, and propose an agenda for future research.
Bibliographic citation: HOFFMAN, D. L., MOREAU, C. P., STREMERSCH, S., WEDEL, M. (2022). The Rise of new technologies in marketing. A Framework and outlook. Journal of Marketing, 86 (1), 1-6. doi:10.1177/00222429211061636.

Reference: 10.1177/00222429211061636 (DOI)
Date: 01/01/2022
Author(s): D. L. Hoffman; C. P. Moreau; Stefan Stremersch; M. Wedel
Document type: Article in Journal (refereed)
Department: Marketing
Languages: English