We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.
Chapter 30: The Evolution of Marketing Technology
Marketing's use of technology comes in five flavours: (a) the application and integration of technology in the development and creation of products and services, (b) the use of technology to advertise products and services, (c) the use of technology to assist marketing analysis and research, (d) the use of technology to support marketing education and (e) the use of technology to support marketing operations, promotions and management. This paper focuses on the recent phenomenon of the use of technology to augment marketing operations, promotions and management, and what is likely to happen in a few years when transformational digital technologies will impact marketing practices more widely. Drawing on evolutionary ...