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The emergence and implications of Technologized Marketing

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  • Jürgen Kai-Uwe Brock

Abstract

Technology is as old as human activity and marketing is as old as human economic activity. Accordingly, marketing technology has evolved. Drawing on evolutionary technology systems theory, this paper discusses the emergence and implications of Technologized Marketing, which will be the next evolutionary phase. The implications of Technologized Marketing focus on the question how excellence in marketing will look like. For each implication testable research hypotheses are developed.

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  • Jürgen Kai-Uwe Brock, 2021. "The emergence and implications of Technologized Marketing," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 31(3), pages 372-391, July.
    • Handle: RePEc:taf:jgsmks:v:31:y:2021:i:3:p:372-391
    DOI: 10.1080/21639159.2021.1921607
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    Cited by:

    1. Shazia Parveen & Iqra Abdullah & Muhammad Imran Qureshi & Muhammad Umar Farooq & Shazia Qayuum, 2023. "Reconnoitering the Nexus Between Organizational Culture and Open Innovation Systems," SAGE Open, , vol. 13(4), pages 21582440231, November.
    2. Yuk, Hyeyeon & Garrett, Tony C., 2023. "Does customer participation moderate the effects of innovation on cost-based financial performance? An examination of different forms of customer participation," Journal of Business Research, Elsevier, vol. 156(C).
    3. Whang, Jeong-Bin & Song, Ji Hee & Lee, Jong-Ho & Choi, Boreum, 2022. "Interacting with Chatbots: Message type and consumers' control," Journal of Business Research, Elsevier, vol. 153(C), pages 309-318.

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