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Information technology and marketing

2021-02-04Recensão Acesso aberto
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dc.contributor.authorGraesch, Jan Philipp
dc.contributor.authorHensel-Börner, Susanne
dc.contributor.authorHenseler, Jörg
dc.contributor.institutionInformation Management Research Center (MagIC) - NOVA Information Management School
dc.contributor.institutionNOVA Information Management School (NOVA IMS)
dc.contributor.pblEmerald Group Publishing Limited
dc.date.accessioned2020-11-23T23:46:52Z
dc.date.available2020-11-23T23:46:52Z
dc.date.issued2021-02-04
dc.descriptionGraesch, J. P., Hensel-Börner, S., & Henseler, J. (2021). Information technology and marketing: an important partnership for decades. Industrial Management and Data Systems, 121(1), 123-157. https://doi.org/10.1108/IMDS-08-2020-0510 ---%ABS2%
dc.description.abstractPurpose: The enabling technologies that emerged from information technology (IT) have had a considerable influence upon the development of marketing tools, and marketing has become digitalized by adopting these technologies over time. The purpose of this paper is to demonstrate the impacts of these enabling technologies on marketing tools in the past and present and to demonstrate their potential future. Furthermore, it provides guidance about the digital transformation occurring in marketing and the need to align of marketing and IT. Design/methodology/approach: This study demonstrates the impact of enabling technologies on the subsequent marketing tools developed through a content analysis of information systems and marketing conference proceedings. It offers a fresh look at marketing's digital transformation over the last 40 years. Moreover, it initially applies the findings to a general digital transformation model from another field to verify its presence in marketing. Findings: This paper identifies four eras within the digital marketing evolution and reveals insights into a potential fifth era. This chronological structure verifies the impact of IT on marketing tools and accordingly the digital transformation within marketing. IT has made digital marketing tools possible in all four digital transformation levers: automation, customer interaction, connectivity and data. Practical implications: The sequencing of enabling technologies and subsequent marketing tools demonstrates the need to align marketing and IT to design new marketing tools that can be applied to customer interactions and be used to foster marketing control. Originality/value: This study is the first to apply the digital transformation levers, namely, automation, customer interaction, connectivity and data, to the marketing discipline and contribute new insights by demonstrating the chronological development of digital transformation in marketing.en
dc.description.versionauthorsversion
dc.description.versionpublished
dc.format.extent35
dc.format.extent872715
dc.identifier.doi10.1108/IMDS-08-2020-0510
dc.identifier.issn0263-5577
dc.identifier.otherPURE: 26536204
dc.identifier.otherPURE UUID: eb7b1574-745c-44f8-aa43-6105913cbb3b
dc.identifier.otherScopus: 85095957555
dc.identifier.otherWOS: 000592486000001
dc.identifier.urihttp://hdl.handle.net/10362/107689
dc.identifier.urlhttps://www.scopus.com/pages/publications/85095957555
dc.identifier.urlhttp://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcAuth=Alerting&SrcApp=Alerting&DestApp=WOS_CPL&DestLinkType=FullRecord&UT=WOS:000592486000001
dc.language.isoeng
dc.peerreviewedyes
dc.subjectAlignment
dc.subjectChronological marketing evolution
dc.subjectConceptual paper
dc.subjectContent analysis
dc.subjectEras in digital marketing
dc.subjectInformation technology
dc.subjectLevers of digital transformation
dc.subjectMarketing
dc.subjectManagement Information Systems
dc.subjectIndustrial relations
dc.subjectComputer Science Applications
dc.subjectStrategy and Management
dc.subjectIndustrial and Manufacturing Engineering
dc.titleInformation technology and marketingen
dc.title.subtitlean important partnership for decadesen
dc.typereview
degois.publication.firstPage123
degois.publication.issue1
degois.publication.lastPage157
degois.publication.titleIndustrial Management and Data Systems
degois.publication.volume121
dspace.entity.typePublication
rcaap.rightsopenAccess

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NIMS: MagIC - Artigos em revista internacional com arbitragem científica (Peer-Review articles in international journals)