The emergence and implications of Technologized Marketing

Abstract

ABSTRACT Technology is as old as human activity and marketing is as old as human economic activity. Accordingly, marketing technology has evolved. Drawing on evolutionary technology systems theory, this paper discusses the emergence and implications of Technologized Marketing, which will be the next evolutionary phase. The implications of Technologized Marketing focus on the question how excellence in marketing will look like. For each implication testable research hypotheses are developed.