Journal of Marketing Science ›› 2022, Vol. 2 ›› Issue (1): 1-11.

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Marketing Technology (MarTech) : Development, Application, Research, and Future Directions

Ren Zhiguang, Zhao Haichuan, Yang Kai   

  1. Ren Zhiguang, Department of Management Science, National Natural Science Foundation of China ;  Zhao Haichuan, School of Management, Shandong University;  Yang Kai,School of Economics, Shanghai University of Finance and Economics
  • Online:2022-01-16 Published:2022-08-30

Abstract: The rapid development of technology brings opportunities and challenges for marketing management, while, the current research hasn't studied marketing technology ( MarTech) systematically. Thus, it is important to clarify the relationship between marketing and technology, the phases of MarTech evolution, the types of MarTech applications, and the levels of MarTech innovation. In this study, we proposed that MarTech has been developed into five phases. We also built a framework of technology used in marketing. Besides, this study also analysed the NSFC research projects from 1986 to 2021, and summarized the current research. Finally, this paper indicated the future research directions of MarTech and marketing.

Key words: MarTech , developmental stage , types of applications , level of innovation , research progress