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New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments

New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments The last decade has seen marketing strategy evolve rapidly in three major directions, which can be summarized in three Ds: digital, data-rich, and developing markets. The first D refers to “digital”; digital marketing strategy deals with firms’ judicious use of digital resources to create differentiated and sustainable value for customers. The second D is “data-rich”; digital marketing has made available to researchers unprecedented data on firm and customer behavior. The third D is “developing markets”; the issue of marketing strategy in a digital and data-rich context is particularly relevant in developing markets such as BRIC (Brazil, Russia, India, and China) countries. This article formally defines the scopes of the three Ds, identifies opportunities associated with three Ds, and highlights the work published in these areas that will hopefully trigger more research work in D3 environments. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

New vistas for marketing strategy: digital, data-rich, and developing market (D3) environments

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References (56)

Publisher
Springer Journals
Copyright
Copyright © 2019 by Academy of Marketing Science
Subject
Business and Management; Business and Management, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/s11747-019-00698-y
Publisher site
See Article on Publisher Site

Abstract

The last decade has seen marketing strategy evolve rapidly in three major directions, which can be summarized in three Ds: digital, data-rich, and developing markets. The first D refers to “digital”; digital marketing strategy deals with firms’ judicious use of digital resources to create differentiated and sustainable value for customers. The second D is “data-rich”; digital marketing has made available to researchers unprecedented data on firm and customer behavior. The third D is “developing markets”; the issue of marketing strategy in a digital and data-rich context is particularly relevant in developing markets such as BRIC (Brazil, Russia, India, and China) countries. This article formally defines the scopes of the three Ds, identifies opportunities associated with three Ds, and highlights the work published in these areas that will hopefully trigger more research work in D3 environments.

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Oct 29, 2019

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