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Marketing's boundary-work with IT in the digital age.

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Bibliographic Details
Title: Marketing's boundary-work with IT in the digital age.
Authors: Bourne, Clea
Source: Journal of Marketing Management; Nov2025, Vol. 41 Issue 15/16, p1706-1730, 25p
Subject Terms: MARKETING, INFORMATION technology, COOPERATIVENESS, MARKETING software, DISCOURSE, DIGITAL technology
Abstract: This article examines how the global marketing profession sought new ways to ensure legitimacy and sustainability in the digital age by conjoining professional and managerial logics. Through field-level professional discourse analysis, the article examines marketing's efforts to control the movement of increasingly fluid professional boundaries in the digital economy through jurisdictional boundary-work with the IT profession. The article uncovers professional marketers' efforts to: (1) regain 'command and control' within organisations through protectionist, expansionary and hybridising discourses designed to build digital capital for the marketing profession through collaboration with IT; (2) formalise the emergence of marketing technology or 'MarTech' as a new technology specialism reporting to marketing; and (3) assert new areas of control for marketing within the organisation. [ABSTRACT FROM AUTHOR]
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Database: Complementary Index
Description
Abstract:This article examines how the global marketing profession sought new ways to ensure legitimacy and sustainability in the digital age by conjoining professional and managerial logics. Through field-level professional discourse analysis, the article examines marketing's efforts to control the movement of increasingly fluid professional boundaries in the digital economy through jurisdictional boundary-work with the IT profession. The article uncovers professional marketers' efforts to: (1) regain 'command and control' within organisations through protectionist, expansionary and hybridising discourses designed to build digital capital for the marketing profession through collaboration with IT; (2) formalise the emergence of marketing technology or 'MarTech' as a new technology specialism reporting to marketing; and (3) assert new areas of control for marketing within the organisation. [ABSTRACT FROM AUTHOR]
ISSN:0267257X
DOI:10.1080/0267257X.2025.2522228