Reflection:
My research this week has continued to focus on the general trend away from traditional methods to the digital marketing age. I’ve found some solid sources that lay out a good background for understanding each approach. My plan for next week is to try and find research that directly discusses the connection between neoliberalism and the shift in marketing strategy.
Annotated Bibliography:
Kotler, Philip, Hermawan Kartajaya, and Iwan Setiawan. Marketing 4.0: Moving from Traditional to Digital. Hoboken, NJ: John Wiley & Sons, 2017.
This book is a comprehensive overview of the digital marketing strategy, including fundamental trends, new frameworks, and tactical applications.
The authors chart the process of how marketing has become redefined in the new digital economy. While Todor is short and concise, this book will be helpful for providing a more in depth analysis of the shift away from traditional marketing. While it doesn’t directly discuss neoliberalism, the ideals are evident in its restructuring of marketing strategy in the digital age.
Todor, Raluca Dania. “Blending Traditional and Digital Marketing.” Bulletin of the Transilvania University of Braşov 9, no. 1 (2016): 51-56.
This journal article defines digital and traditional marketing, outlining the pros and cons to each approach. This will be particularly helpful for providing background on what each method of marketing entails and why it has shifted towards digital marketing. Todor also explains how to effectively merge both together for a comprehensive approach to maximize profit. This is a valuable perspective considering most marketing approaches nowadays appear to heavily favor digital marketing and abandon traditional methods. The journal is from a Romanian University that I don’t recognize, so I am unsure of its reputability.
Thanks for your reflection, Lauren. I liked your research plan and your sources. The last source is from a peer-reviewed academic journal. So no worries about its credibility.