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The Transformation

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Abstract

This chapter focuses on how the digital revolution has transformed marketing value creation. Changes in traditional marketing (the 4Ps) are examined alongside possible complementary e-marketing elements, and new marketing value elements (the 4Cs) are introduced. The chapter considers how each of these new marketing value-creation elements works in the digital world, and makes suggestions for management. It concludes with a new discussion on how to utilize today’s e-value drivers in the light of the transformation of our understanding of marketing in the digital age.

This chapter is based on my original article entitled “Towards integrated e-marketing value creation process”, published in Journal of Direct, Data and Digital Marketing Practice in 2011, Vol. 12, pages 345–363.

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Notes

  1. 1.

    Kucuk and Krishnamurthy (2007), Kucuk (2009a).

  2. 2.

    Kucuk and Krishnamurthy (2007).

  3. 3.

    Kucuk and Krishnamurthy (2007).

  4. 4.

    Stewart and Pavlou (2002), Kucuk (2009a).

  5. 5.

    Sterne (2010), Mathieson (2010).

  6. 6.

    Kucuk and Maddux (2010).

  7. 7.

    O’Rourke (2000), Brynjolfsson et al. (2003).

  8. 8.

    Kucuk (2009a), Kucuk (2009b).

  9. 9.

    Kucuk and Krishnamurthy (2007).

  10. 10.

    Doyle and Bottomley (2004).

  11. 11.

    Ettenberg (2002).

  12. 12.

    Teller et al. (2006).

  13. 13.

    Kucuk and Maddux (2010).

  14. 14.

    Sterne (2010), Mathieson (2010).

  15. 15.

    Kucuk (2009a), Stene (2010), Kucuk (2009b).

  16. 16.

    Sterne (2010), Mathieson (2010).

  17. 17.

    Kucuk and Krishnamurthy (2007).

  18. 18.

    Kucuk (2008a), Krishnamurthy and Kucuk (2009).

  19. 19.

    Kucuk (2009a).

  20. 20.

    Kucuk and Arslan (2000), Pavlou (2003).

  21. 21.

    Kucuk and Arslan (2000).

  22. 22.

    Loiacono et al. (2002).

  23. 23.

    Hervet et al. (2010).

  24. 24.

    Sterne (2010).

  25. 25.

    Bickart and Schindler (2001), Johnson and Kaye (2004).

  26. 26.

    Hope (2002).

  27. 27.

    Kucuk (2008a).

  28. 28.

    Godes and Mayzlin (2009), Trusov et al. (2009).

  29. 29.

    Sterne (2010).

  30. 30.

    Kucuk (2008b).

  31. 31.

    Sterne (2010).

  32. 32.

    Kucuk and Krishnamurthy (2007).

  33. 33.

    Sterne (2010).

  34. 34.

    Kucuk (2008a), Krishnamurthy and Kucuk (2009).

  35. 35.

    Kucuk (2009a), Kucuk (2009b), Gefen (2000).

  36. 36.

    Kucuk and Krishnamurthy (2007), Kucuk (2009b).

  37. 37.

    Freestone and Vincent-Wayne (2004).

  38. 38.

    Kucuk (2009b).

  39. 39.

    Kucuk and Krishnamurthy (2007).

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Authors and Affiliations

  1. Edmonds, Washington, USA

    S. Umit Kucuk

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Kucuk, S.U. (2017). The Transformation. In: Visualizing Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-48027-5_8

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