Welcome to the InfoSci Platform
Marketing as a Social Science on the Verge of the Transformation Economy

Marketing as a Social Science on the Verge of the Transformation Economy

Copyright: © 2023 |Pages: 19
ISBN13: 9781799886693|ISBN10: 1799886697|ISBN13 Softcover: 9781799886709|EISBN13: 9781799886716
DOI: 10.4018/978-1-7998-8669-3.ch007
Cite Chapter Cite Chapter

MLA

Vladislav Pavlát, et al. "Marketing as a Social Science on the Verge of the Transformation Economy." Applying Interdisciplinarity to Globalization, Management, Marketing, and Accountancy Science, IGI Global, 2023, pp.192-210. https://doi.org/10.4018/978-1-7998-8669-3.ch007

APA

V. Pavlát, L. Knihová, L. Civín, J. Halík, & R. MacGregor Pelikánová (2023). Marketing as a Social Science on the Verge of the Transformation Economy. IGI Global. https://doi.org/10.4018/978-1-7998-8669-3.ch007

Chicago

Vladislav Pavlát, et al. "Marketing as a Social Science on the Verge of the Transformation Economy." In Applying Interdisciplinarity to Globalization, Management, Marketing, and Accountancy Science. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-7998-8669-3.ch007

Export Reference

Mendeley
Favorite

Abstract

The modern era—on the verge of the transformation economy—brings about many challenges, including those posed by the digital economy. At the core of this chapter, the author puts marketing into the context of relevant scientific theories developed by influential experts and prominent scientific research institutions. The focus of attention then turns to the nudge theory. Finally, based on the theoretical background, the author explores the impact of digitalization on marketing. Digitalization is a fundamental prerequisite for the emergence of new marketing strategies. To conclude this chapter, the author specifies newly emerging marketing strategies and explains their tactical deployment.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.