Annotated Bibliography

How Have Managers in the Marketing Field Adapted to New Methods?

B2B, C. (2019). 9 Ways Digital Has Changed Business Forever. Retrieved from
https://digitalmarketinginstitute.com/en-us/blog/19-04-17-9-ways-digital-has-changedbusiness-forever.

In this article, the author goes over how the digital era has revolutionized marketing
techniques and the effect on consumers as well as employees. It lays out the largest impacts
such as communication, content overload, and transparency. This is going to assist us in
our blog by supplying information about how managers need to keep up with the digital
world, and the importance of instant communication to the market.

Day, G. S. (2011). Closing the Marketing Capabilities Gap. Journal of Marketing, 75(4), 183–195.
Retrieved from https://doi-org.ezproxy.library.wwu.edu/10.1509/jmkg.75.4.183

Day describes how with an increasing use of the internet and an abundance of
information collected; marketers have become overwhelmed. Missing the chance to take
new opportunities in the market as well as believing that there is only one process for
marketing can lead to a “gap” between what the market wants and what the marketers can
provide. The market is constantly changing, creating new needs that make previous
methods outdated. More time needs to be spent on planning for changes and responding to
them. This is done by focusing on consumers, being open to finding and listening to
distinctive new approaches in addition to taking risks to stand out from the competition.
This relates to our topic because it describes the problems associated with employee
experience in the changing marketing environment, as well as the effects that they have on
the marketing process. It offers information on how employee career development can be
improved. However, it does not include specific statistics on changes in the marketing
abilities of employees and was written eight years ago making it a less current analysis of
marketing.

Gupta, R. K., & Sahoo, C. K. (2015). Role of Technology-Based Training Towards Competency
Building. Productivity, 55(4),388–394.Retrieved
from http://search.ebscohost.com.ezproxy.library.wwu.edu/login.aspxdirect=true&db=bt
h&AN=114109086&site=ehost-live

The authors argue that training methods are becoming outdated, and as a result the current
abilities of employees are no longer relevant as technology evolves and the use of it
increases. They suggest that it could be more effective to train existing employees with
“Technology-Based Training”, than hiring new employees with different experience
levels. This would include using computer, web and simulation training to make the
development of new skills possible in addition to providing potentially less expensive
continued training to employees. However, this article seems to lack specific data on the
results of these training methods and evidence of the most useful type. This is
acknowledged within the article by the authors. This source connects to our blog topic by
suggesting ways that training can be changed to help employees better adapt to the
changing marketing styles over time.

Holmlund, M., Kowalkowski, C., & Biggemann, S. (2016). Organizational behavior in innovation,
marketing, and purchasing in business service contexts—An agenda for academic
inquiry. Journal of Business Research, 69(7), 2457—2462. Doi:
10.1016/j.jbusres.2016.02.014 Retrieved from: https://onesearch.library.wwu.edu/primoexplore/fulldisplay?docid=TN_swepuboai:DiVA.org:liu-
125905&context=PC&vid=WWU&lang=en_US&search_scope=All&adaptor=primo_ce
ntral_multiple_fe&tab=everything&query=any,contains,Organizational%20behavior%20
in%20inoovation&offset=0

In this article the authors emphasized the importance of service-oriented logic versus
product driven business logic and how more in-depth research is needed on it. They stated
how businesses are moving closer to greater interactivity and employers need to focus on
products customer want to buy instead of building products and then trying to find a market
for them. Product driven businesses notice the importance of service but struggle on how
they would best manage employers through the process. Marketers have to interpret
customers, and this requires more coordination along with a new work culture and mind
set. This article explains the factors in why a business could fail starting with organizational
behavior. This article corresponds with our topic because it goes under the surface level of
why companies are failing due to a shift in orientation from consumers that connects to
organizational behavior.

Jain, Esha & Yadav, Ashank. (2017). Marketing and Technology: Role of Technology in Modern
Marketing. IOSR Journal of Business and Management. 19. 49-53. 10.9790/487X1905064953.

The authors in this article outline the role of technology in modern marketing. They put an
emphasis on understanding new developments and how they have impacted marketing
technologies. They discuss how the perspective of marketing has changed due to
technology concepts, especially social media. This source offers information about the
perspective of marketing in the modern era versus the past which will connect with our
blog topic when it comes to career development, training, and the abundance of new tools
that technological growth provides.

Roy, G., Datta, B., & Basu, R. (2017). Trends and Future Directions in Online Marketing
Research. Journal of Internet Commerce, 16(1), 1-31. Retrieved
from http://web.a.ebscohost.com.ezproxy.library.wwu.edu/ehost/detail/detail?vid=0&sid
=c374fee4-0741-4391-8db0-ea673d3902fe%40sdc-vsessmgr03&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=121393010

In this article the authors talk about the three major trends in online marketing research
which is academic affiliation, journal highlights, and research based on studies and how it
is used in marketing. People tend to rely on online journals for their research and there is a
framework in a chart that explains how each subject area can contribute to effective online
marketing. Then the article talks about the future direction which is how the internet
research has entered the fifth stage, which covers research on different platforms. This
relates to our topic because it shows us how the internet is being used more and more in
the work force and how employees can use online marketing research to appease to
consumers.

Luke Morgan, Katherine Schot, Menisha Grewal, Jessica Rice