Strategic Development of a Digital Marketing : A Doctoral-Level, Systems-Theoretic Perspective
Strategic Development of a Digital Marketing Career : A Doctoral-Level, Systems-Theoretic Perspective Introduction: Digital Marketing as a Knowledge-Intensive Strategic Function Over the past two decades, digital marketing has evolved from a peripheral promotional activity into a core organizational capability that significantly impacts firm performance, competitive advantage, and long-term value creation. Initially considered a support function, it now operates as a strategic pillar embedded in corporate decision-making, revenue-generation strategies, and brand governance. Contemporary digital economies—characterized by algorithmic governance, continuous data production, artificial intelligence, and complex platform infrastructures—position digital marketing at the intersection of marketing theory, behavioral science, analytics, information systems, and technology management. Organizations across industries—from startups to multinational corporations—use digitally mediated channels no...