Quinn, Lee; Dibb, Sally; Simkin, Lyndon; Canhoto, Ana; … - In: European Journal of Marketing 50 (2016) 12, pp. 2103-2133
Purpose This paper aims to establish how strategic target-market selection decisions are shaped, challenged and driven in response to the rapidly evolving technological landscape. The authors critically evaluate the implications of these changes for the role of marketers and the organizational...