Between Theories and Practices in Communication and Marketing: Articles that Generate Knowledge and Implications.

The dynamic interplay between marketing theory and practice has garnered significant attention in recent scholarly discourse. Kannan and Li (2017) explore the transformative impact of digitalization on marketing strategies, highlighting the integration of traditional and digital marketing tools to enhance consumer engagement. Their research emphasizes the importance of analytics-driven insights in shaping both theoretical frameworks and practical applications. In a comprehensive review, Ferrell, et al. (2021) discuss the evolution of marketing thought over the past five decades, emphasizing the shift from transactional to relational paradigms. They propose an integrative framework that encompasses emerging trends such as digitalization and globalization, highlighting the need for adaptive strategies that bridge theoretical constructs with practical applications. (...) DOI: https://doi.org/10.54663/2182-9306.2024.v.12.n.23.1-5