A Review Of Technological Enhancements In The Field Of Marketing And Migration Policies

Abstract

Traditionally, marketing researchers have long been studying the impacts of novel technologies within their field. Their research has consistently shown that companies which are focused heavily on technology tend to be more agile as well as competitive than companies which fail to do so. Nevertheless, the existing literature findings are rather scarce with regard to the ways by which these novel technologies could innovate the techniques, tools, as well as approaches in the marketing field per se. Specifically, scholars need to further expand on the theoretical paradigms concerning the ways by which these novel technologies could be utilized by marketers to increase their competitive edge. This review delineates the contemporary scholarly research which focus on these novel technologies’ underlying roles in steering the theoretical and practical aspects of the marketing sector. The research findings highlighted in this review pertain to an extensive range of novel technologies. The objective here is for these findings to encourage additional research regarding the role of novel technologies within the marketing field and their practical applications. Several frameworks are put forth in this review, which should facilitate contemplation regarding the way by which the marketing field is impacted by the novel technologies. These frameworks serve to organize the findings within this paper, highlight potential gaps that warrant additional study, and present recommendations for future studies.