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The Organization Of The Future And The Marketing Function: Marketers' Competencies In The Era Of Information Technology, Mario V. González Fuentes
The Organization Of The Future And The Marketing Function: Marketers' Competencies In The Era Of Information Technology, Mario V. González Fuentes
Mario Gonzalez Fuentes
The past two decades—and the technology advancements experienced throughout them—have left marketers with a new context that has provided new business opportunities. This new context has prompted a change in the focus of the marketing function and demanded a shift in marketing imperatives and competencies. This chapter provides a comprehensive review of the technological changes experienced by the marketing function in a company, as documented by both scholars and practitioners. It also provides a thorough discussion of the ongoing academic debate regarding the new set of technical skills that have defined employability in the marketing circles for the past couple …
Understanding It Adoption And Consumption Within The Social Structure Of A Consumer's Economy, Sherman Ting, Linda Dawson, Chris Dubelaar
Understanding It Adoption And Consumption Within The Social Structure Of A Consumer's Economy, Sherman Ting, Linda Dawson, Chris Dubelaar
Associate Professor Linda Dawson
Research into adoption, acceptance and consumption of Information Technology (IT) within its diffusion cycle has been extensively studied in Information Systems (IS) and marketing. However, research often focused too narrowly on technology adoption rates and drivers leading to technology adoption and acceptance. This paper discusses how understanding the social structure of a consumer’s economy, a consumer’s portfolio of capital resources, can reveal the individual’s approach and experiences towards technology adoption and consumption present and future. It provides a novel multi-disciplinary and practical approach into understanding the technology consumer by looking at how economic, cultural, social, educational, technological and political capital …