Periodic Table of Marketing Strategy logo: MS element tile, number 26The Periodic Table of Marketing Strategy v1.0

Column 16 · 42 works

Digital, Data, and Technology

Aguirre, Elizabeth, Dominik Mahr, Dhruv Grewal, Ko de Ruyter, and Martin Wetzels (2015), “Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness”, Journal of Retailing, 91 (1), 34–49.

Ansari, Asim, Skander Essegaier, and Rajeev Kohli (2000), “Internet Recommendation Systems”, Journal of Marketing Research, 37 (3), 363–75.

Ansari, Asim and Carl F. Mela (2003), “E-Customization”, Journal of Marketing Research, 40 (2), 131–45.

Appel, Gil, Lauren Grewal, Rhonda Hadi, and Andrew T. Stephen (2020), “The Future of Social Media in Marketing”, Journal of the Academy of Marketing Science, 48 (1), 79–95.

Bleier, Alexander, Avi Goldfarb, and Catherine Tucker (2020), “Consumer Privacy and the Future of Data-Based Innovation and Marketing”, International Journal of Research in Marketing, 37 (3), 466–80.

Briggs, Rex and Nigel Hollis (1997), “Advertising on the Web: Is There Response Before Click-Through?”, Journal of Advertising Research, 37 (2), 33–45.

Brynjolfsson, Erik, Yu (Jeffrey) Hu, and Michael D. Smith (2003), “Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online Booksellers”, Management Science, 49 (11), 1580–96.

Bucklin, Randolph E. and Sunil Gupta (1999), “Commercial Use of UPC Scanner Data: Industry and Academic Perspectives”, Marketing Science, 18 (3), 247–73.

Chevalier, Judith A. and Dina Mayzlin (2006), “The Effect of Word of Mouth on Sales: Online Book Reviews”, Journal of Marketing Research, 43 (3), 345–54.

Davenport, Thomas, Abhijit Guha, Dhruv Grewal, and Timna Bressgott (2020), “How Artificial Intelligence Will Change the Future of Marketing”, Journal of the Academy of Marketing Science, 48 (1), 24–42.

Davis, Fred D. (1989), “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology”, MIS Quarterly, 13 (3), 319–40.

Deighton, John (1996), “The Future of Interactive Marketing”, Harvard Business Review, 74 (6), 151–62.

Ghose, Anindya and Sha Yang (2009), “An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets”, Management Science, 55 (10), 1605–22.

Godes, David and Dina Mayzlin (2004), “Using Online Conversations to Study Word-of-Mouth Communication”, Marketing Science, 23 (4), 545–60.

Goldfarb, Avi and Catherine E. Tucker (2011), “Privacy Regulation and Online Advertising”, Management Science, 57 (1), 57–71.

Gordon, Brett R., Florian Zettelmeyer, Neha Bhargava, and Dan Chapsky (2019), “A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook”, Marketing Science, 38 (2), 193–225.

Grewal, Dhruv, Yakov Bart, Martin Spann, and Peter Pal Zubcsek (2016), “Mobile Advertising: A Framework and Research Agenda”, Journal of Interactive Marketing, 34, 3–14.

Hoffman, Donna L. and Thomas P. Novak (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations”, Journal of Marketing, 60 (3), 50–68.

Huang, Ming-Hui and Roland T. Rust (2021), “A Strategic Framework for Artificial Intelligence in Marketing”, Journal of the Academy of Marketing Science, 49 (1), 30–50.

Kannan, P.K. and Hongshuang (Alice) Li (2017), “Digital Marketing: A Framework, Review and Research Agenda”, International Journal of Research in Marketing, 34 (1), 22–45.

Kaplan, Andreas M. and Michael Haenlein (2010), “Users of the World, Unite! The Challenges and Opportunities of Social Media”, Business Horizons, 53 (1), 59–68.

Lamberton, Cait and Andrew T. Stephen (2016), “A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry”, Journal of Marketing, 80 (6), 146–72.

Lambrecht, Anja and Catherine Tucker (2013), “When Does Retargeting Work? Information Specificity in Online Advertising”, Journal of Marketing Research, 50 (5), 561–76.

Lilien, Gary L., Arvind Rangaswamy, Katrin Starke, and Gerrit H. van Bruggen (2002), “Bridging the Marketing Theory–Practice Gap with Marketing Engineering”, Journal of Business Research, 55 (2), 111–21.

Little, John D.C. (1979), “Decision Support Systems for Marketing Managers”, Journal of Marketing, 43 (3), 9–26.

Luo, Xueming, Michelle Andrews, Zheng Fang, and Chee Wei Phang (2014), “Mobile Targeting”, Management Science, 60 (7), 1738–56.

Manchanda, Puneet, Jean-Pierre Dubé, Khim Yong Goh, and Pradeep K. Chintagunta (2006), “The Effect of Banner Advertising on Internet Purchasing”, Journal of Marketing Research, 43 (1), 98–108.

Martin, Kelly D. and Patrick E. Murphy (2017), “The Role of Data Privacy in Marketing”, Journal of the Academy of Marketing Science, 45 (2), 135–55.

Milne, George R. and Mary Ellen Gordon (1993), “Direct Mail Privacy-Efficiency Trade-Offs Within an Implied Social Contract Framework”, Journal of Public Policy & Marketing, 12 (2), 206–15.

Norberg, Patricia A., Daniel R. Horne, and David A. Horne (2007), “The Privacy Paradox: Personal Information Disclosure Intentions Versus Behaviors”, Journal of Consumer Affairs, 41 (1), 100–26.

Parasuraman, A. (2000), “Technology Readiness Index (TRI): A Multiple-Item Scale to Measure Readiness to Embrace New Technologies”, Journal of Service Research, 2 (4), 307–20.

Payne, Adrian and Pennie Frow (2005), “A Strategic Framework for Customer Relationship Management”, Journal of Marketing, 69 (4), 167–76.

Peterson, Robert A., Sridhar Balasubramanian, and Bart J. Bronnenberg (1997), “Exploring the Implications of the Internet for Consumer Marketing”, Journal of the Academy of Marketing Science, 25 (4), 329–46.

Reinartz, Werner, Manfred Krafft, and Wayne D. Hoyer (2004), “The Customer Relationship Management Process: Its Measurement and Impact on Performance”, Journal of Marketing Research, 41 (3), 293–305.

Roberts, Mary Lou and Paul D. Berger (1989), Direct Marketing Management. Englewood Cliffs, NJ: Prentice Hall.

Rust, Roland T., P.K. Kannan, and Na Peng (2002), “The Customer Economics of Internet Privacy”, Journal of the Academy of Marketing Science, 30 (4), 455–64.

Rust, Roland T. and Ming-Hui Huang (2014), “The Service Revolution and the Transformation of Marketing Science”, Marketing Science, 33 (2), 206–21.

Shankar, Venkatesh and Sridhar Balasubramanian (2009), “Mobile Marketing: A Synthesis and Prognosis”, Journal of Interactive Marketing, 23 (2), 118–29.

Verhoef, Peter C., Thijs Broekhuizen, Yakov Bart, Abhi Bhattacharya, John Qi Dong, Nicolai Fabian, and Michael Haenlein (2021), “Digital Transformation: A Multidisciplinary Reflection and Research Agenda”, Journal of Business Research, 122, 889–901.

Wedel, Michel and P.K. Kannan (2016), “Marketing Analytics for Data-Rich Environments”, Journal of Marketing, 80 (6), 97–121.

Yadav, Manjit S. and Paul A. Pavlou (2014), “Marketing in Computer-Mediated Environments: Research Synthesis and New Directions”, Journal of Marketing, 78 (1), 20–40.

Yadav, Manjit S. and Rajan Varadarajan (2005), “Interactivity in the Electronic Marketplace: An Exposition of the Concept and Implications for Research”, Journal of the Academy of Marketing Science, 33 (4), 585–603.