Dear AIB Members,

Trust you are keeping well

We are happy to invite your high quality and original research work for
publication under the Special Issue on "Role of Digital Sources and
Technological Advancement in Marketing Practices and Problems" details of
the special issue are available on the link below and the description is
also given forward herewith.

Literature advocates, business firms differ to each other in size,
productivity, capital intensity, remuneration levels, etc. Exporters
systematically outperform non-exporters over a number of characteristics
(Ranjan and Raychaudhari, 2011). Digitalization and the Internet have
transformed business practices dramatically by offering numerous
opportunities. This transformation indeed has fundamentally changed the
landscape of marketing practices. Technology provides many versatile tools
that firms can employ to cultivate and maintain their marketing practices
such as – customer touchpoints, customer relationships, and empowering
businesses to interact globally with customers. This mega-trend is a new
business norm not only in the developed world, but also in emerging
markets. For example, Facebook enables many small and medium companies to
promote and communicate their products globally (Manyika and Lund, 2016),
while Alibaba also facilitates the efforts of different value holders.

Along with the practices, digitalization & technology are proving its
weight as an efficient tool to construct marketing strategies. Through
these tools, firms explore many new ways to understand customer insights,
forecast the demand, deal with customer complaints, track the deficiencies

Along with the opportunities, marketing practitioners and consumers are
facing some challenges in the era of information and digital economies,
such as - fierce and dysfunctional competition (such as counterfeit
products on various digital platforms) makes effective promotion and
product introduction more challenging.

The World Wide Web provided a low-cost path to business practices (Hamill
and Gregory, 1997). The technology and information revolution provided a
forward motion from the conventional method for marketing practices as all
geographical barriers are removed & direct entry is allowed (Maloff, 1995;
Bennett, 1997). This proves that techno practices have not only reduced the
cost also advanced the practices to another level without having bigger
financial investments. Customer communication has become easier and
effective (Hamill 1997; Reedy and Schullo 2004). The Internet removes
traditional geographic boundaries so that virtually anyone can access a Web
page from anywhere in the world at any time. It has made marketing
communication more convenient for both the marketers as well as consumers
by shaping and giving a new outlook to the marketing practices. The
Internet is a new generation’s tool facilitating the development of new
business relationships & openings doors for cross border marketing (Hinson
and Adjasi, 2009; Rayport and Sviokla, 1994). Technology is turning
marketing methods of the past on their heads and recreating the
environmental site of business. The internet helps a firm identify new
customers and distributors, generate information about market trends, and
track research and technological developments. For example, the Internet
gives access to databases from government agencies, universities and
research centres (Cronin and McKim, 1996), increasing information
availability (Brock and Yu, 2005; Hamil and Gregory, 1997) and reducing the
perceived risk associated with market growth strategies (Mathews and Healy,

The objective of the proposed special issue (SI) is to call the attention
of scholars is to publish high-quality research focusing on technological
problems faced by the marketer, their solutions and alternatives. The
purpose is to explore the best practices to overcome the complexities of
digital and technology-based marketing. The SI covers themes and topics
related to all possible formats of marketing system (B2B andB2C; Online and
Offline, Wholesale and Retail, Rural and Urban, National and
International). SI considers both theoretical and empirical research,
qualitative and quantitative, perspective, viewpoints, case studies and
review papers.

Bennett, R. (1997). Export marketing and the internet: Experiences of web
site use and perceptions of export barriers among UK businesses.
International Marketing Review, 14(5), 324-344.

Cronin, B., & McKim, G. (1996).Markets, competition, and intelligence on
the World Wide Web. Competitive Intelligence Review, 7(1), 45-51.

Hamill, J. (1997). The Internet and international marketing. International
marketing review, 14(5), 300-323.

Hamill, J., & Gregory, K. (1997). Internet marketing in the
internationalisation of UK SMEs. Journal of Marketing Management, 13(1-3),

Hinson, R. E., & Adjasi, C. K. (2009). The Internet and export: Some
cross-country evidence from selected African countries. Journal of Internet
Commerce, 8(3-4), 309-324.

Kai-Uwe Brock, J. and Zhou, Y. (2005). Organizational use of the internet:
Scale development and validation. Internet Research, Vol. 15 No. 1, pp.

Maloff, J. (1995). The virtual corporation. Internet World, Vol. 5, July,
pp. 46-50
Manyika, J., & Lund, S. (2016). Globalization for the little guy. McKinsey
Global Institute report.

Mathews, S. W., & Healy, M. J. (2007). The Internet and information
capability reduces perceived risk of internationalisation: An Australian
SME perspective. International Journal of Organisational Behaviour, 12(1),

Ranjan, P., & Raychaudhuri, J. (2011). Self-selection vs learning: Evidence
from Indian exporting firms. Indian Growth and Development Review, 4(1),

Rayport, J. F. (1994). Managing in the Marketspace. Harvard Business
Review, 141-150. Reedy, J., & Schullo, S. (2004). Electronic
Marketing-Integrating Electronic. Australia: South Western Publishers.

*Subject Coverage*

Suitable topics include, but are not limited, to the following:

·         Automation and Marketing Practices

·         B2B Practices Through Digital Sources

·         Behavior of Digital Consumers

·         Catching Millennial Customers

·    Comparison Between Technology-Based And Non-Technology Based Marketing

·         Creating Value Through Technology-Based Marketing Practices

·         Digital and Technological Resources of The Firms

·         Digital Branding

·         E-Commerce Supply and Operations Management

·         Substantive Knowledge Resources

·         Technological Resource Base

·         Technology Switching Behavior

·   Use of Resources and Capabilities for Analytics In Consumer Convenience

·      Value of Analytics, Digitalization and Marketing Technology For The
End Consumer

·         Virtual Reality and Customer Engagement

If you have any queries concerning this special issue, please email:

Dr. Sudhir Rana: [log in to unmask]

Dr. Abhishek Behl: [log in to unmask]

Thanks and Regards,
Sudhir Rana

*Dr. Sudhir Rana*, *Faculty Marketing Area*
Contact Office: 011-47285052 (Direct)
+91-8901402131 (Mobile)

Plot 5, Rao Tula Ram Marg, Vasant Vihar, New Delhi - 110057
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*Editor*, FIIB Business Review (Sage Publishing)

*Series Editor**: Advances in Emerging Markets and Business Operations,
Routledge, Taylor & **Francis*

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