Marketing as a Social Science on the Verge of the Transformation Economy

Abstract

The modern era—on the verge of the transformation economy—brings about many challenges, including those posed by the digital economy. At the core of this chapter, the author puts marketing into the context of relevant scientific theories developed by influential experts and prominent scientific research institutions. The focus of attention then turns to the nudge theory. Finally, based on the theoretical background, the author explores the impact of digitalization on marketing. Digitalization is a fundamental prerequisite for the emergence of new marketing strategies. To conclude this chapter, the author specifies newly emerging marketing strategies and explains their tactical deployment.