{"id":"https://openalex.org/W4385821602","doi":"https://doi.org/10.56614/eiprmj.v8i2y19.366","title":"Exploring the Impact of Digital Transformation on Marketing Management Strategies","display_name":"Exploring the Impact of Digital Transformation on Marketing Management Strategies","publication_year":2019,"publication_date":"2019-01-01","ids":{"openalex":"https://openalex.org/W4385821602","doi":"https://doi.org/10.56614/eiprmj.v8i2y19.366"},"language":"en","primary_location":{"id":"doi:10.56614/eiprmj.v8i2y19.366","doi":"https://doi.org/10.56614/eiprmj.v8i2y19.366","is_oa":true,"landing_page_url":"https://doi.org/10.56614/eiprmj.v8i2y19.366","pdf_url":"https://eduzonejournal.com/index.php/eiprmj/article/download/366/319","source":{"id":"https://openalex.org/S4387287156","display_name":"Eduzone International peer reviewed/refereed academic multidisciplinary journal","issn_l":"2319-5045","issn":["2319-5045"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Eduzone : international peer reviewed/refereed academic multidisciplinary journal","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://eduzonejournal.com/index.php/eiprmj/article/download/366/319","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5047009107","display_name":"Bharati Rathore","orcid":"https://orcid.org/0009-0006-5763-6896","observed_orcids":["https://orcid.org/0009-0006-5763-6896"]},"institutions":[{"id":"https://openalex.org/I99552915","display_name":"University of Rajasthan","ror":"https://ror.org/05arfhc56","country_code":"IN","type":"education","lineage":["https://openalex.org/I99552915"]}],"countries":["IN"],"is_corresponding":true,"raw_author_name":"Bharati Rathore","raw_affiliation_strings":["Rajasthan University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Rajasthan University","institution_ids":["https://openalex.org/I99552915"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5047009107"],"corresponding_institution_ids":["https://openalex.org/I99552915"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":25,"citation_normalized_percentile":{"value":0.33752566,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":93,"max":99},"biblio":{"volume":"08","issue":"02","first_page":"39","last_page":"48"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12885","display_name":"Digital Innovation in Industries","score":0.7461000084877014,"subfield":{"id":"https://openalex.org/subfields/1405","display_name":"Management of Technology and Innovation"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12885","display_name":"Digital Innovation in Industries","score":0.7461000084877014,"subfield":{"id":"https://openalex.org/subfields/1405","display_name":"Management of Technology and Innovation"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.186599999666214,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.0575999990105629,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/digital-transformation","display_name":"digital transformation","score":1.0},{"id":"https://openalex.org/keywords/marketing-management-strategy","display_name":"marketing management strategy","score":0.8690000176429749},{"id":"https://openalex.org/keywords/customer-oriented-marketing","display_name":"customer-centric marketing","score":0.9399999976158142},{"id":"https://openalex.org/keywords/customer-insight","display_name":"consumer insight","score":0.8119999766349792},{"id":"https://openalex.org/keywords/market-segmentation","display_name":"market segmentation","score":0.8579999804496765},{"id":"https://openalex.org/keywords/market-targeting","display_name":"market targeting","score":0.7440000176429749},{"id":"https://openalex.org/keywords/market-positioning","display_name":"market positioning","score":0.7620000243186951},{"id":"https://openalex.org/keywords/data-driven-decision-making","display_name":"data-driven decision making","score":0.8240000009536743},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.8569999933242798}],"concepts":[{"id":"https://openalex.org/C126082660","wikidata":"https://www.wikidata.org/wiki/Q4252370","display_name":"Digital transformation","level":2,"score":0.6685430407524109},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.6570099592208862},{"id":"https://openalex.org/C158154518","wikidata":"https://www.wikidata.org/wiki/Q7310970","display_name":"Relevance (law)","level":2,"score":0.6300411820411682},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6051894426345825},{"id":"https://openalex.org/C2780762989","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital strategy","level":4,"score":0.6031438708305359},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5442723035812378},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.5441845059394836},{"id":"https://openalex.org/C98825075","wikidata":"https://www.wikidata.org/wiki/Q485643","display_name":"Customer relationship management","level":2,"score":0.46828243136405945},{"id":"https://openalex.org/C204241405","wikidata":"https://www.wikidata.org/wiki/Q461499","display_name":"Transformation (genetics)","level":3,"score":0.4515678882598877},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.43826180696487427},{"id":"https://openalex.org/C195094911","wikidata":"https://www.wikidata.org/wiki/Q14167904","display_name":"Process management","level":1,"score":0.34676507115364075},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.34049418568611145},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.1697291135787964},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.1005847156047821},{"id":"https://openalex.org/C2985889538","wikidata":"https://www.wikidata.org/wiki/Q267114","display_name":"Social media marketing","level":3,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C55493867","wikidata":"https://www.wikidata.org/wiki/Q7094","display_name":"Biochemistry","level":1,"score":0.0},{"id":"https://openalex.org/C104317684","wikidata":"https://www.wikidata.org/wiki/Q7187","display_name":"Gene","level":2,"score":0.0},{"id":"https://openalex.org/C185592680","wikidata":"https://www.wikidata.org/wiki/Q2329","display_name":"Chemistry","level":0,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.56614/eiprmj.v8i2y19.366","doi":"https://doi.org/10.56614/eiprmj.v8i2y19.366","is_oa":true,"landing_page_url":"https://doi.org/10.56614/eiprmj.v8i2y19.366","pdf_url":"https://eduzonejournal.com/index.php/eiprmj/article/download/366/319","source":{"id":"https://openalex.org/S4387287156","display_name":"Eduzone International peer reviewed/refereed academic multidisciplinary journal","issn_l":"2319-5045","issn":["2319-5045"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Eduzone : international peer reviewed/refereed academic multidisciplinary journal","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.56614/eiprmj.v8i2y19.366","doi":"https://doi.org/10.56614/eiprmj.v8i2y19.366","is_oa":true,"landing_page_url":"https://doi.org/10.56614/eiprmj.v8i2y19.366","pdf_url":"https://eduzonejournal.com/index.php/eiprmj/article/download/366/319","source":{"id":"https://openalex.org/S4387287156","display_name":"Eduzone International peer reviewed/refereed academic multidisciplinary journal","issn_l":"2319-5045","issn":["2319-5045"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc","license_id":"https://openalex.org/licenses/cc-by-nc","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Eduzone : international peer reviewed/refereed academic multidisciplinary journal","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4385821602.pdf","grobid_xml":"https://content.openalex.org/works/W4385821602.grobid-xml"},"referenced_works_count":58,"referenced_works":["https://openalex.org/W26097324","https://openalex.org/W618733691","https://openalex.org/W1155073892","https://openalex.org/W1495674540","https://openalex.org/W1500773949","https://openalex.org/W1533233294","https://openalex.org/W1566864298","https://openalex.org/W1588279853","https://openalex.org/W1963716137","https://openalex.org/W1998969654","https://openalex.org/W2012899943","https://openalex.org/W2021638366","https://openalex.org/W2043395798","https://openalex.org/W2051275560","https://openalex.org/W2070669899","https://openalex.org/W2071008432","https://openalex.org/W2078368227","https://openalex.org/W2093425966","https://openalex.org/W2136904762","https://openalex.org/W2140699752","https://openalex.org/W2148060162","https://openalex.org/W2154271927","https://openalex.org/W2279011257","https://openalex.org/W2323355492","https://openalex.org/W2465807519","https://openalex.org/W2512365341","https://openalex.org/W2546708342","https://openalex.org/W2574735439","https://openalex.org/W2602769891","https://openalex.org/W2781680040","https://openalex.org/W2914057887","https://openalex.org/W2993209573","https://openalex.org/W3022499591","https://openalex.org/W3110401226","https://openalex.org/W3171910465","https://openalex.org/W4255699659","https://openalex.org/W4292492728","https://openalex.org/W4385795223","https://openalex.org/W4385795253","https://openalex.org/W4385821705","https://openalex.org/W4385821706","https://openalex.org/W4385821707","https://openalex.org/W4385821708","https://openalex.org/W4385821710","https://openalex.org/W4385821711","https://openalex.org/W4385823689","https://openalex.org/W4385823764","https://openalex.org/W4385823775","https://openalex.org/W4385823786","https://openalex.org/W4385823827","https://openalex.org/W4385823860","https://openalex.org/W4385895644","https://openalex.org/W6630477303","https://openalex.org/W6635501441","https://openalex.org/W6639819026","https://openalex.org/W6703756925","https://openalex.org/W7030046268","https://openalex.org/W7057613436"],"related_works":["https://openalex.org/W4388764542","https://openalex.org/W7120941939","https://openalex.org/W4413456352","https://openalex.org/W4390760419","https://openalex.org/W6949201167","https://openalex.org/W7217596494","https://openalex.org/W4412098307","https://openalex.org/W4389448863","https://openalex.org/W7218131801","https://openalex.org/W4407328400"],"abstract_inverted_index":{"This":[0],"paper":[1,93],"critically":[2],"examines":[3],"the":[4,19,27,95],"influence":[5],"of":[6,18,30,63,79,91,98],"digital":[7,16,54,74],"transformation":[8,75],"on":[9],"contemporary":[10],"marketing":[11,31,80,102],"management":[12],"strategies.":[13],"The":[14,56,70],"burgeoning":[15],"era":[17],"21st":[20],"century":[21],"demands":[22],"an":[23],"innovative":[24],"approach":[25],"towards":[26],"conventional":[28],"theories":[29],"management.":[32,103],"Our":[33],"study":[34,71],"uncovers":[35],"new":[36],"perspectives":[37],"to":[38],"help":[39],"companies":[40],"undertake":[41],"this":[42,92],"revolutionary":[43],"shift":[44],"with":[45,51],"agility,":[46],"strategically":[47],"aligning":[48],"their":[49],"operations":[50],"a":[52,59],"customer-centric":[53],"approach.":[55],"research":[57],"utilizes":[58],"qualitative-method":[60],"approach,":[61],"consisting":[62],"comprehensive":[64],"literature":[65],"review,":[66],"case":[67],"studies":[68],"etc.":[69],"unravels":[72],"how":[73],"affects":[76],"various":[77],"components":[78],"including":[81],"customer":[82],"insights,":[83],"segmentation,":[84],"targeting,":[85],"and":[86],"positioning.":[87],"A":[88],"significant":[89],"finding":[90],"illustrates":[94],"increased":[96],"relevance":[97],"data-driven":[99],"decisions":[100],"within":[101]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":9},{"year":2024,"cited_by_count":12},{"year":2023,"cited_by_count":3}],"updated_date":"2026-10-29T09:56:32.521200","created_date":"2023-08-15T00:00:00"}
