Abstract:

American Marketing Association’s first ever intellectual agenda has identified seven big problems that all marketing community currently confronts in the modern world. Jaworski, Malcolm& Morgan (2016) pointed out “the AMA’s intellectual agenda seeks to serve as a big tent source of guidance and inspiration that includes both theoretical and applied knowledge that will ultimately provide actionable insights, frameworks, tools, and resources for the AMA community”. With the emergence of digital media, dealing with an omnichannel world has become a priority for marketers. Haukinghain (2017) claims that a customer using several different channels buys up to 30% more compared to a mono-channel customer.