Recent advances in technology have affected nearly every facet of marketing. However, less
is known about the degree to which marketing education has responded to shifting …

With advertising practice and research changing significantly in the last decade, it is likely
that the definition of advertising also needs some transformation. Rather than broadening …

This paper presents a systematic review of marketing research on the burgeoning new area
of “marketing analytics” and considers the importance of marketing analytics for marketing …

This study investigates how digital transformation has disrupted the marketing career path
by analysing the most in-demand marketing skills and identifying opportunities for future …

As marketing continues to be transformed by technology and the explosion of big data,
academic research has identified a significant need for analytics skills in marketing …

The response to the call for papers on “Digital Disruption in Marketing Education” was
exceptional. The quality and quantity of submissions were high, resulting in two special …

Integrated marketing communication (IMC) has attracted the interest of marketing and
management scholars since it was first introduced. A theoretical debate on definitional and …

Purpose This study evaluates the current responsibilities, skills, and knowledge sets
required by marketing managers. Furthermore, it seeks to make projections about the future …

Purpose This paper aims to examine how modern, digital era customers in a business-to-
consumer (B2C) setting prioritize salesperson-customer orientation attributes when …

ABSTRACT This study applies Approach–Avoidance Theory to investigate the constructs of
advertising engagement and advertising avoidance on Facebook. Using the Critical Incident …