Managerial Marketing
Impact of Digital Technology on Four P’s of Marketing, Part I
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Audio version — members only
The full video lecture and audio version for this course are available to logged-in members. Member sign-in is coming soon.
This two-part series documents the effect of innovations in digital technology on the Marketing Mix. The transformative and disruptive aspects of innovations in digital technology are discussed along with illustrative examples from various industries. Specifically, we see that along with the Four P’s of Marketing, market research, customer feedback and customer support have also been affected. Furthermore, we find that traditional marketing is becoming peripheral while digital marketing is becoming the core strategy.
SLAThis course was originally part of the Sheth Leadership Academy video library — now preserved and made freely available here.
