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The enabling technologies that emerged from information technology (IT) have had a considerable influence upon the development of marketing tools, and marketing has become digitalized by adopting these technologies over time. The purpose of this paper is to demonstrate the impacts of these enabling technologies on marketing tools in the past and present and to demonstrate their potential future. Furthermore, it provides guidance about the digital transformation occurring in marketing and the need to align of marketing and IT.

This study demonstrates the impact of enabling technologies on the subsequent marketing tools developed through a content analysis of information systems and marketing conference proceedings. It offers a fresh look at marketing's digital transformation over the last 40 years. Moreover, it initially applies the findings to a general digital transformation model from another field to verify its presence in marketing.

This paper identifies four eras within the digital marketing evolution and reveals insights into a potential fifth era. This chronological structure verifies the impact of IT on marketing tools and accordingly the digital transformation within marketing. IT has made digital marketing tools possible in all four digital transformation levers: automation, customer interaction, connectivity and data.

The sequencing of enabling technologies and subsequent marketing tools demonstrates the need to align marketing and IT to design new marketing tools that can be applied to customer interactions and be used to foster marketing control.

This study is the first to apply the digital transformation levers, namely, automation, customer interaction, connectivity and data, to the marketing discipline and contribute new insights by demonstrating the chronological development of digital transformation in marketing.

Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic research on AR has proliferated. This study aims to offer a holistic view of the past, present and future of augmented reality marketing (ARM) scholarship by analyzing its current and evolving research profile as well as its social and conceptual structures to inspire further research.

This study enriches the ARM scholarship by integrating a quantitative bibliometric analysis with a chronological-thematic review and a qualitative content analysis to develop a more comprehensive understanding of this novel area and suggest future research courses.

The bibliometric analysis reveals the key performance indicators as well as the social and conceptual structure of the ARM research field. The chronological-thematic review exhibits the advancement of ARM research over time and forecasts the emerging trends for the domain. Finally, the content analysis of recent articles reveals the current research hotspots and provides future research directions.

The database limits the selection of literature, as the information in databases such as Scopus is updated regularly, resulting in alterations in the number of articles and citations.

AR developers and brand managers may use this study’s findings to understand the current ARM landscape better and make strategic decisions based on AR adoption and consumption patterns.

This study is singular in using a mixed methods approach by integrating the findings from bibliometric and content analyses for more reliable results and to offer a holistic perspective of the ARM sector, thereby significantly advancing the field of technology-led marketing.

This paper aims to focus on the evolution of nonprofit cultural institutions in Mexico and their relationship with Spain, regarding the four traditional elements of a marketing mix. Specifically, this paper examines marketing advancements in the digital environment, placing emphasis on the virtual exhibition Códices de México: Memorias y Saberes, as well as the marketing activities related to prehispanic and novohispanic codices between 2010 and 2022.

The first part of the present study provides a chronological framework based on the four components of a marketing mix, illustrating the transition of Mexican and Spanish public cultural institutions from their foundations to current times. It particularly provides insight into their recent accomplishments in the digital environment, underscoring potential networking areas. The second part offers an in-depth examination of the exhibition Códices de México: Memorias y Saberes (INAH 2015) and a review of digital sources from Mexican government entities to investigate marketing activities related to prehispanic and novohispanic codices.

Due to the historical approach used to document the transition of nonprofit cultural institutions in Mexico and Spain to the digital era, this article sheds lights on co-joint efforts in the digital marketing domain around prehispanic and novohispanic codices. Additionally, it illustrates the activities used by Mexican cultural institutions during the past two decades to disseminate knowledge on codices.

Regarding the methodological aspects of using historical resources through digital archives, this study solely comprised marketing activities reported in the records available on the official portal of cultural institutions.

This study argues for the utility of the four components rooted in a traditional marketing mix as a tool to illustrate the evolution of marketing practices within the cultural heritage domain. It also highlights the role played by cultural institutions in Mexico and Spain in the digital environment to strategically network around cultural heritage. Additionally, it sheds light on the implementation of methods for presenting Mexican codices grounded in virtual terrain.

This study aims to contribute a comprehensive historical analysis of account planning in scholarly literature, tracing its origins in agency adoption through transformation amid today’s rapidly changing advertising environment.

The paper applies a historical literature review of advertising account planning literature spanning over a half-century. The analysis focuses on dual dimensions of chronological evolution and thematic content analysis to trace the development of key constructs and their changes over time.

The analysis sheds light on the origins of account planning as a discipline and factors influencing its practice among agencies. Three distinct chronological stages of development are identified, and four dominant construct themes evident across time. Analysis indicates that traditional account planning was well formed functionally in the 1990s and peaked in prominence around the turn of the new millennium. Of late, however, advances in account planning theory appear limited and the future fragmented.

This study provides a unique historical perspective tracing the chronological development and key constructs of account planning. Implications for the future of the planning discipline are uncertain as agencies innovate with new functional roles seeking to unlock consumer insights and creative opportunities in the digital advertising environment.

This study aims to map scientific knowledge in industrial marketing.

The research was conducted on the basis of a quantitative and descriptive research using scientometric analysis based on scientific records. It analyzes more than 14,000 scientific records on the Scopus database from 1956 to 2009. The sample fits Bradford’s and Lotka’s power laws of distribution of science in use.

The study reveals the existence of four stages: the genesis of this stream of research (1956-1984), the early development (1985-1995), the consolidation of production (1996-2003) and the phase of scientific maturity (from 2004) with an increasing number of records in recent years. Regarding authorship, there is a clear predominance of single authorship and an average increase in the number of authors per record from one to two authors for recent years. The main sources of knowledge are the Journal of Business & Industrial Marketing and the Industrial Marketing Management journal. A statistical significance is shown between the number of records and the number of papers per journal, highlighting that Management Science and Industrial Marketing Management journals are the most cited sources.

Practitioners find in this paper a sound basis for a wide perspective of the key issues addressed by researchers on industrial marketing over the past decades, as well as good insights in terms of the main challenges faced by companies in this field.

Evidence was found of the existence of a long tail behavior in scientific literature of industrial marketing regarding chronology, sources, number of records with a single author and number of records cited.

Given the increased significance and rapid growth of an ageing population, this review paper aims to define the mature consumer segment chronologically to resolve definitional inconsistencies found in prior marketing communications literature, identify the current state of the marketing communications field in terms of mature consumer research and highlight future research directions on mature consumers for marketing communications academics and practitioners.

A synthesis of existing marketing communication research on mature consumers (those aged 50+), published in top-tier journals since 1972, is provided. In total, 106 papers were identified in 21 marketing journals.

Three existing research themes were identified: market segmentation of mature consumers (we ground this theme in three inter-related facets: chronological age, health [physical and neurological] and self-perception of age [also referred to as cognitive age]); attitudes and behaviours of mature consumers; and marketing to mature consumers. This paper also proposes several future research themes: further definition of mature consumers and widening the scope of examination; segmenting mature consumers to account for heterogeneity; information processing of mature consumers cannot use a one-size-fits-all approach; the influence of marketing mix elements on mature consumers; and alternative methodologies to better understand mature consumers.

Recognising the heterogeneity within the chronologically based mature consumer segment, this paper proposes an extended mature consumer definition which includes biological, psychological and social dimensions, as well as life events and life circumstances, rather than biological age alone.

In practical terms, understanding information processing of mature consumers cannot use a one-size-fits-all approach and marketing mix elements may affect behaviour differently within this segment. This will require alternative methodologies to understand these processes fully.

This synthesis of mature consumers research within the marketing communications field provides key research questions for future research to better understand this market segment and its implications for marketing communications, theory development and practice.

Conspicuous consumption refers to the competitive and extravagant consumption practices and leisure activities that aim to indicate membership to a superior social class. Studies examining the symbolic role of luxury brands and status symbols, and the importance of interpersonal relations and upward social mobility via consumption choices, have been widely discussed in the marketing and consumer behaviour literature. There is, however, limited research on how the all‐encompassing concept of “conspicuous consumption” has evolved since the introduction of the term by Thorstein Veblen in 1899 in The Theory of the Leisure Class. This paper seeks to review some of the issues.

Using a chronological periodization the paper examines and discusses the impact of wider institutional and socio‐economic forces on the evolution of conspicuous consumption phenomena. The paper adopts a historical framework related to economics and marketing.

The paper shows how the concept of “conspicuous consumption” has been reinvented with different terminology during the twentieth century by marketing and consumer behaviour theorists.

The paper discusses and examines the socio‐economic factors behind the changing consumption patterns of “conspicuous consumers” throughout the twentieth century. It is valuable for marketing academics, students and marketing practitioners interested in the evolution of status symbols.

The present study reviews the literature on the history and evolution of investment strategies in the stock market for the period from 1900 to 2022. Conflicts and relationships arising from such diverse seminal studies have been identified to address the research gaps.

The studies for this review were identified and screened from electronic databases to compile a comprehensive list of 200 relevant studies for inclusion in this review and summarized for the cognizance of researchers.

The study finds a coherence to complex theoretical documentation of more than a century of evolution on investment strategy in stock markets, capturing the characteristics of time with a chronological study of events.

There were complications in locating unpublished studies leading to biases like publication bias, the reluctance of editors to publish studies, which do not reveal statistically significant differences, and English language bias.

Practitioners can refine investment strategies by incorporating behavioral finance insights and recognizing the influence of psychological biases. Strategies span value, growth, contrarian, or momentum indicators. Mitigating overconfidence bias supports effective risk management. Social media sentiment analysis facilitates real-time decision-making. Adapting to evolving market liquidity curbs volatility risks. Identifying biases guides investor education initiatives.

This paper is an original attempt to pictorially depict the seminal works in stock market investment strategies of more than a hundred years.

Retail banking in the USA is an industry in crisis. This message is repeated from the pages of industry journals to the annals of academic literature. Based on historical analysis of the industry literature, introduces trends and patterns surrounding the interface between the marketing and information services functions within the industry. There is clear evidence that many banks lack alignment or integration between their marketing and information services functions. Improving this cross‐functional interface may lead to more effective use of information technology to support the marketing function in many banks. Provides a historical perspective of marketing and information technology evolution within this very information intensive industry, suggesting avenues for future research that arise from this perspective.

This paper examines the relationship between “chronological age” and the individual difference variables: “Need for cognition” (NFC) and “Need for emotion” (NFE). More specifically, this study investigates the influence of these individual difference variables on elderly responses towards advertising.

This study is based on a sample of 600 individuals. 300 elderly aged between 60 and 75 years old (average age: 67.67 years old), recruited from institutions and third age universities in Paris and 300 young adults, aged between 20 and 35 years old (average age: 25.14 years old) from academic institutions in Paris.

The findings show that NFC and NFE have different levels depending on age. Indeed, NFC is lower among older than younger individuals, and NFE is higher among older than younger individuals. Moreover, different levels in NFC and NFE may affect responses to ads. Thus, a high NFC can elicit more favorable cognitive responses to ads and a high NFE triggers more favorable affective responses.

The study investigates specifically the effects of chronological age on the individual difference variables NFC and NFE; however, the influence of chronological age on these individual variables may be affected by other variables such as subjective age, level of education and physical condition.

Given that NFC and NFE are dynamic variables that change with age and that they influence responses to advertising, it would be necessary to take them into account and to integrate them when building management persuasion models specifically targeting the elderly.

This study focuses on the influence of individual variables (NFE and NFC) on responses to advertising, of an underexplored population: the elderly. This could help to better understand the persuasion mechanisms when it comes to targeting the elderly both outside and inside organizations, with deriving implications for change in management.