From Theory to Practice: Advances and Challenges in Marketing and Communication.

Abstract

Academic discussions have increasingly focused on the dynamic relationship between theoretical marketing concepts and practical marketing applications. Kannan and Li (2017) analyze how digitalization transforms marketing approaches through the combination of conventional and digital resources to boost customer participation. The authors demonstrate how analytical insights guide both theoretical development and practical marketing strategy execution. Ferrell et al. (2021) present findings from a large survey that show how marketing thinking has progressed through five decades by moving from transactional to relational paradigms. The authors develop an integrative framework that combines digitalization and globalization trends to show how adaptive strategies must link theoretical concepts with practical implementation. Kumar et al. (2021) examine personalized marketing communications in the digital era through their study of artificial intelligence and big data analytics for creating customized customer experiences. The research shows that technology implementation enables better marketing strategies, which lead to stronger consumer relationships. Szymkowiak et al. (2020) used social media data to show its impact on music sales and artist popularity, thus demonstrating the necessity of integrating digital practices into modern marketing strategies.

Given this theoretical and practical framework, we invite readers to explore all the articles in this special edition, which present the results of studies conducted by researchers from institutions in Portugal, China, Australia, Pakistan, the United Kingdom, Turkey, Spain, Romania, and Brazil.

DOI: https://doi.org/10.54663/2182-9306.2024.v.13.n.24.1-5