3. Conclusion

This article provides an overview of the transformations taking place in marketing techniques and methods as a result of digital developments. Far from being free of limitations, it is an attempt to take a step back from the discipline to discern credible trends in the evolution of the logics and frameworks of this organizational activity.

In any case, the marketing discipline is operating in a new environment, serving a new kind of business and consumer, in the throes of constant change. Perhaps, in the end, marketing management needs to be sufficiently flexible in its practices to be able to adapt quickly in the face of this unknown. What if tomorrow's most successful organizations were those capable of the greatest agility, adaptability and responsiveness to the market and its demands?

On an abstract and fundamental level, this contribution...