Today, rapidly changing technologies, unlimited access to information and global competition are a source of new challenges for companies operating in the market and also for the marketing concept itself. Additionally, uncertainty and risk, which are a natural part of contemporary market realities, make traditional marketing rules insufficient. This therefore implies the necessity to look for new ways for achieving competitive advantage.
Marketing is an area of company activity that has undergone many changes in the last decade. New communication tools, ensuring interactivity in processes, new ways of cooperation with customers, new ways of reaching customers, creating offers and value for customers, etc. are an effect of the information revolution in the sphere of marketing.
In the near future we can expect next new trends, and as a consequence new opportunities, business models and concepts. This special issue is dedicated to the influence of the technology revolution on marketing theory and practice.
Suitable topics include, but are not limited to, the following:
- New business models influenced by technological innovation
- New marketing concepts, e.g. experiential marketing, buzz marketing, augmented reality, neuromarketing, prosumption, gamification
- New trends in creating value proposition for customers
- Marketing in the informative society
- Inbound marketing
- The role of new technologies in internal marketing
- Consumers in the informative society
- Changes in organisation of marketing functions: new marketing professions, new organisational structures
- Information technologies in search of new business opportunities
Submission of manuscripts: 30 April, 2015
Notification to authors: 30 July, 2015
Final versions due: 30 October, 2015