Agencing the digitalised marketer: Exploring the boundary workers at the cross-road of (e)merging markets,Marketing Theory

当前位置： X-MOL 学术 › Marketing Theory › 论文详情

Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)

Agencing the digitalised marketer: Exploring the boundary workers at the cross-road of (e)merging markets
Marketing Theory ( IF 3.476 ) Pub Date : 2023-02-12 , DOI: 10.1177/14705931231153194
Annmarie Ryan ₁ , Ingrid Stigzelius ₂ , Olfa Mejri ₃ , Gill Hopkinson ₃ , Fairouz Hussien ₄

Affiliation

In this paper, we study the formation of a new market actor, the digitalised marketer, which emerges at the boundary between strategy- and data-driven marketing. Building on constructivist market s...

中文翻译：