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New technologies, including artificial intelligence (AI), enablers of big data analysis, blockchain data systems, robotics, and drones are transforming marketing. Marketing education has adapted over the last 120 years driven by changes in marketing technology that have helped shape the courses taught. Marketing educators are facing challenges in assessing theories and concepts that need to adapt to changes in technology. Marketing educators need to become more interdisciplinary in order to acquire knowledge associated with complex technology changing the marketing environment. Textbooks and other educational materials need to quickly adapt to prepare students for the careers of the future. While challenges exist, the opportunities to advance the marketing discipline are compelling.
Ferrell et al. (Thu,) studied this question.