This editorial introduces a special section on contemporary marketing strategy research, focusing on challenges and opportunities created by digitalization. It highlights how firms must effectively communicate with key stakeholders—customers, B2B buyers, investors, and regulators—using new digital tools such as social media, text analysis, and tracking technologies.
Introduction: Special section on Contemporary marketing strategy research
Rubera, Gaia
;
2024
Abstract
This editorial introduces a special section on contemporary marketing strategy research, focusing on challenges and opportunities created by digitalization. It highlights how firms must effectively communicate with key stakeholders—customers, B2B buyers, investors, and regulators—using new digital tools such as social media, text analysis, and tracking technologies.
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