Abstract
Disruptive technologies such as the Internet of Things, big data analytics, blockchain, and artificial intelligence have the potential to grow as the core of businesses operations in future. In addition, customer centric approach focused on customer needs is expected to play a pivotal role in business growth with the increase of social media usage. This chapter summarizes the core discussions of the book and presents new thoughts about the future of marketing by 2030 in view of the predictable changes in technology, consumer behavior, and marketing processes. Discussions on market diversity, reverse accountability, and the evolution of marketing strategies within the triple bottom-line (comprising planet, people, and profit) have been categorically addresses in this chapter. This chapter focuses discussions on future marketing technologies, conscious consumerism, and technology disruption that help firms in developing agile marketing strategies.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
Boddu, R. S. K., Santoki, A. A., Khurana, S., Koli, P. V., Rai, R., & Agrawal, A. (2021). An analysis to understand the role of machine learning, robotics, and artificial intelligence in digital marketing. Materials Today: Proceedings (in press). https://doi.org/10.1016/j.matpr.2021.11.637.
- 2.
Jain, A., Yadav, A. K., & Shrivastava, Y. (2019). Modelling and optimization of different quality characteristics in electric discharge drilling of titanium alloy sheet. Materials Today: Proceedings, 21, 1680–1684.
- 3.
Kopalle, P. K., Gangwar, M., Kaplan, A., Ramachandran, D., Reinartz, W., & Rindfleisch, A. (2021). Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities. International Journal of Research in Marketing (in press). https://doi.org/10.1016/j.ijresmar.2021.11.002.
- 4.
Lin, M. Y. C., Nguyen, T. T., Cheng, E. Y. L., Le, A. N. H., & Cheng, J. M. S. (2022). Proximity marketing and Bluetooth beacon technology: A dynamic mechanism leading to relationship program receptiveness. Journal of Business Research, 141, 151–162.
- 5.
Dragović, N., Stankov, U., & Vasiljević, D. (2018). Contactless technology as a factor of tourism industry development—A review of current practices and future directions. Economic Themes, 56 (2), 179–202.
- 6.
Brey, E. T., So, S. I. A., Kim, D. Y., & Morrison, A. (2007). Web-based permission marketing: Segmentation for the lodging industry. Tourism Management, 28 (6), 1408–1416.
- 7.
- 8.
Detailed information may be sought at https://netcoresmartech.com/blog/proximity-marketing-for-retail.
- 9.
Balis, J. (2022). How brands can enter the metaverse. Harvard Business Review Digital Article. Cambridge: Harvard Business School Press.
- 10.
Mekonnen, A., & Larner, L. (2017). “Exclusivity dared”: Impact of digital marketing on luxury fashion brands. Digital Marketing Strategies for Fashion and Luxury Brands, 126–144. https://doi.org/10.4018/978-1-5225-2697-1.ch008.
- 11.
Rospigliosi, P. (2022). Metaverse or Simulacra? Roblox, Minecraft, Meta, and the turn to virtual reality for education, socialization and work. Interactive Learning Environments, 30 (1), 1–3.
- 12.
Christensen, C. M., Raynor, M. E., & McDonald, R. (2015). What is disruptive innovation? Harvard Business Review, 93 (12), 3–11.
- 13.
Christensen, C. M., & Overdorf, M. (2000). Meeting the challenge of disruptive change. Harvard Business Review, 78 (2), 66–76.
- 14.
Govindarajan, V. (2012). A reverse innovation playbook. Harvard Business Review, 90 (4), 120–124.
- 15.
Ibarra, H., & Carmichael, S. G. (2022). Leading in the age of disruption: Five critical skills. Rotman Management Magazine, University of Toronto.
- 16.
Nabil, S., & Sylvia, V. (2012). Organizational culture and cloud computing: Coping with a disruptive innovation. Technology Analysis and Strategic Management, 24 (2), 167–179.
- 17.
Rajagopal. (2020). Market entropy: How to manage chaos and uncertainty for improving organizational performance. New York: Business Expert Press.
- 18.
Rajagopal. (2021). The design cube: Converging markets, society, and customer values to grow competitive in business. New York: Business Expert Press (in press).
- 19.
Rajagopal. (2016). Innovative business projects: Breaking complexities, building performance (Vol. 2)—Financials, new insights, and project sustainability. New York: Business Expert Press.
- 20.
Rajagopal. (2019). Contemporary marketing strategy: Analyzing consumer behavior to drive managerial decision making, Chapter 1 (pp. 3–33). New York: Palgrave Macmillan.
- 21.
O’Reilly III, C. A., & Tushman, M. L. (2013). Organizational ambidexterity: Past, present, and future. Academy of Management Perspectives, 27 (4), 324–338.
- 22.
Birkinshaw, J. (2022). How incumbents survive and thrive. Harvard Business School Digital Article. Cambridge: Harvard Business School Press.
- 23.
Karthika, A. S., & Srinivasan, R. (2021). Digital disruption at the Vikatan group: A case of adaptation and strategic persistence. Cambridge: Harvard Business School Press.
- 24.
Christensen, C. M., Raynor, M. E., & McDonald, R. (2015). What is disruptive innovation? Harvard Business Review, 93 (12), 3–11.
- 25.
Huesig, S., Timar, K., & Doblinger, C. (2014). The influence of regulation and disruptive potential on incumbents’ submarket entry decision and success in the context of a network industry. Journal of Production and Innovation Management, 31 (5), 1039–1056.
- 26.
Winter, A., & Govindarajan, V. (2015). Engineering reverse innovations. Harvard Business Review, 93 (7), 80–89.
- 27.
Rajagopal. (2016). Innovative business projects: Breaking complexities, building performance (Vol. 1)—Fundamentals and project environment. New York: Business Expert Press.
- 28.
Rajagopal. (2019). Contemporary marketing strategy: Analyzing consumer behavior to drive managerial decision making. New York: Palgrave Macmillan.
- 29.
Rajagopal. (2021). Sustainable businesses in developing economies—Socio-economic and governance perspectives. New York: Palgrave Macmillan.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Rajagopal (2022). Epilogue: The Extent of Agility. In: Agile Marketing Strategies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-04212-6_8
Download citation
DOI: https://doi.org/10.1007/978-3-031-04212-6_8
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-031-04211-9
Online ISBN: 978-3-031-04212-6
eBook Packages: Business and ManagementBusiness and Management (R0)