TY  - JOUR
AB  - Purpose This paper aims to establish how strategic target-market selection decisions are shaped, challenged and driven in response to the rapidly evolving technological landscape. The authors critically evaluate the implications of these changes for the role of marketers and the organizational function of marketing.Design/methodology/approach The research uses qualitative methods. Key-informant interviews are conducted among senior organizational practitioners within client-side organizations, digital agencies and strategic marketing consultancies, seeking to contrast their views.Findings The findings reveal an erosion of responsibility for the integrated strategic role of marketing decision-making. In particular, the authors reveal that the evolving digital landscape has precipitated a sense of crisis for marketers and the role of marketing within the firm. This extends beyond simply remedying a skills-gap and is triggering a transformation that has repercussions for the future of marketing and its practice, thus diminishing functional accountability.Research limitations/implications The findings have long-term implications for marketing as a strategic organizational function of the firm and for marketing as a practice.Originality/value The study considers an increasingly digitalized marketplace and the associated impact of big data for the function of marketing. It reveals the changing scope of strategic marketing practice and functional accountability.
VL  - 50
IS  - 12
SN  - 0309-0566
DO  - 10.1108/EJM-08-2015-0537
UR  - https://doi.org/10.1108/EJM-08-2015-0537
AU  - Quinn Lee
AU  - Dibb Sally
AU  - Simkin Lyndon
AU  - Canhoto Ana
AU  - Analogbei Mathew
PY  - 2016
Y1  - 2016/01/01
TI  - Troubled waters: the transformation of marketing in a digital world
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 2103
EP  - 2133
Y2  - 2021/01/27
ER  -