Competency Codes: Marketing Management for the Digital Future

Abstract

The digital market demands new marketing management competencies. This study advances new marketing management competencies to meet the challenges of an evolving digital market. Until recently, digital marketing strategy has focused on information control and the advantages of computing technology. Future strategic value, however, will be largely derived from collaborative intelligence and applications of intelligent digital content. These future trends point to emerging marketing management information competencies comprised of cross-disciplinary techniques which leverage the malleability of digital content, most notably the confluence of enterprise and ethics intelligence.