Deepen your knowledge with carefully selected resources.
8.1: Hult, G.T.M. and Ketchen, D.J. (2017) ‘Disruptive marketing strategy’, AMS Review, 7 (1–2), pp. 20–25. doi: 10.1007/s13162-017-0097-4.
Description: Perspective on different marketing orientations and the development of disruptive marketing
8.2: Haven, B. (2007) ‘New research on engagement’, Brian Haven’s Blog (Forrester). Available at: http://blogs.forrester.com/brian_haven/07-08-13-new_research_engagement.
Description: Background to the 5Is framework
8.3: Moorman, C. and Day, G.S. (2016) ‘Organizing for marketing excellence’, Journal of Marketing, 80 (6), pp. 6–35. doi: 10.1509/jm.15.0423.
Description: Comprehensive review of the different aspects of marketing that considers marketing capabilities, from managers to employees as well as metrics and training
8.4: Redmond, W. (2018) ‘Marketing systems and market failure’, Journal of Macromarketing, p. 027614671879691. doi: 10.1177/0276146718796913.
Description: This article discusses five categories of market failure in the context of marketing systems, a useful background to conducting a digital marketing audit