In this paper, we outline, in broad strokes, the transition that has occurred in marcom in three phases, based on observable marketplace changes (Kitchen and Schultz 2009). We explain and illustrate why the changes occurred and the impact they have had on how marcom is researched, developed and implemented (Schultz et al., 2007). Most of all , we use this transition as a springboard to identify a new marcom research agenda. This agenda is unique in that it is not focused on filling the gaps in what is already known, but attempts to set a new direction for scholarly research in a marketplace that is dynamic and continually evolving.
|Original language||English (US)|
|Title of host publication||Advances in Advertising Research|
|Subtitle of host publication||Current Insights and Future Trends|
|Editors||Tobias Langner, Shintaro Okazaki, Martin Eisend|
|Place of Publication||Wiesbaden|
|Number of pages||12|
|State||Published - 2012|