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Resurrecting marketing

Author

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  • Russell Belk

    (York University)

Abstract

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.

Suggested Citation

  • Russell Belk, 2020. "Resurrecting marketing," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 168-171, December.
    • Handle: RePEc:spr:amsrev:v:10:y:2020:i:3:d:10.1007_s13162-020-00182-9
    DOI: 10.1007/s13162-020-00182-9
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    References listed on IDEAS

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    1. Edward F. McQuarrie & Jessica Miller & Barbara J. Phillips, 2013. "The Megaphone Effect: Taste and Audience in Fashion Blogging," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(1), pages 136-158.
    2. Deighton, John & Grayson, Kent, 1995. "Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(4), pages 660-676, March.
    3. Thomas Martin Key & Terry Clark & OC Ferrell & David W. Stewart & Leyland Pitt, 2020. "Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 151-167, December.
    4. Belk, Russell W & Ger, Guliz & Askegaard, Soren, 2003. "The Fire of Desire: A Multisited Inquiry into Consumer Passion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(3), pages 326-351, December.
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    Cited by:

    1. Bronwyn P. Wood & Poh Yen Ng & Bettina Lynda Bastian, 2021. "Hegemonic Conceptualizations of Empowerment in Entrepreneurship and Their Suitability for Collective Contexts," Administrative Sciences, MDPI, vol. 11(1), pages 1-17, March.
    2. Thomas Martin Key & Terry Clark & O. C. Ferrell & David W. Stewart & Leyland Pitt, 2021. "Re-institutionalizing marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 446-453, December.

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