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Learning Resource Centre Monthly Bulletin |
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Learning Resource Centre Monthly Bulletin |
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| New Books |
 B119935 Product Management in the Digital Era By Pingali Srinivas |  B120149 Advertising, Brand and Consumer Behaviour: The Ind By Kumar Ramesh |  B119808 Winner Sells All By Rey Jason Del |
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| Articles |
| Rethinking Marketing in the Digital Era By Wangsa Ignasius Heri Satrya; Sulastri, Sulastri; Diah, Natalisa; Saggaf, Shihab Muchsin Sustainability; Basel Vol. 18, Iss. 5, (2026): 2248. DOI:10.3390/su18052248 Abstract :The era of global green norms and business competitiveness encourages global companies to increase marketing capability, which has an impact on marketing performance. This research examines the gaps in global green norms, which often have consequences for investment in innovation and have an impact on profitability. This research proposes green dynamic marketing capability as a strategic resource for global companies to survive and continue to improve their competitiveness. Using panel data regression with intervening variables, a study was conducted on the variables of organizational learning, green organizational identity, green innovation, green marketing and marketing performance. 40 global companies in Clean200 were used as samples. Data taken from Refinitiv Eikon Thomson Reuters and Annual Report over the period of 2019–2023. The results show that: (1) organizational learning and green organizational identity have an effect on green innovation; (2) the mediating role of green marketing in values transformation of green innovation has an impact on marketing performance; and (2) green innovation has been shown to have a negative direct effect on marketing performance. The results clarify the framework of green dynamic marketing capabilities as a process of value transformation of dynamic marketing capabilities to improve marketing performance. | |||
| From digital adoption to strategic integration: Amplifying customer experience and marketing performance through synergistic integration of digital marketing and e-commerce supply chains By Kwarteng-Amaniampong, Emmanuel; Tait, Madele South African Journal of Economic and Management Sciences; Pretoria Vol. 29, Iss. 1, (2026). DOI:10.4102/sajems.v29i1.6434 Abstract :Background:The digital transformation imperative has accelerated organisational change, compelling micro-, small- and medium-enterprises (MSMEs) to rapidly integrate digital marketing with e-commerce and supply chain operations. Aim:This study investigated how the integration of digital marketing strategies with e-commerce supply chain operations enhances customer experience and marketing performance among South African MSMEs in the post-coronavirus disease 2019 (COVID-19) digital economy. Setting:This study focused on 244 MSMEs in South Africa’s four largest cities. Method:A quantitative design employing confirmatory factor analysis (CFA) and structural equation modelling (SEM) tested six hypotheses examining relationships among digital marketing, e-commerce supply chain, customer experience and marketing performance. Results:All hypotheses were supported. Digital marketing significantly influenced e-commerce supply chain operations, customer experience and marketing performance (β = 0.89). E-commerce supply chains significantly affected customer experience and marketing performance. Customer experience has demonstrated a strong influence on marketing performance. Conclusion:This study extends the diffusion of innovation theory (DOI) by demonstrating how diffusion of innovation attributes – relative advantage, compatibility and observability – manifest in MSME digital adoption within developing economies. The findings of this study reveal that strategic integration, rather than mere adoption, of digital marketing with e-commerce supply chains creates synergistic effects that amplify both customer experience and marketing performance. Contribution:This study uniquely demonstrates that integrated digital marketing and supply chain digitalisation produce synergistic effects on customer experience and marketing performance, exceeding isolated adoption outcomes – providing empirical evidence that strategic integration, rather than resource intensity, drives competitive advantage for emerging market MSMEs. | |||
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| News |
| Marketing in 2026 is not broken; the way we measure it is By The Wire: Apr 29 2026 |
| Why is market falling today? Sensex slumps 1,100 pts, Nifty below 23,900; 8 key triggers behind bloodbath By The Economic Times : Apr 30 2026 |
| End of the road for the Mad Men as AI moves into advertising By Financial Times: Apr 27 2026 |
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