Introduces the special issue entitled “The role of information and communications technology in transforming marketing theory and practice”. Outlines the themes discussed in the papers in the issue, which seek to provide insights into how information and communications technology is...

There have traditionally been different ways in which to view the marketing task, distinctions that have been drawn to facilitate the level of insight available to managers involved in marketing the firm's offer. A traditional distinction has been between business‐to‐consumer (B2C) and...

This paper proposes a new approach for online market segmentation using clickstream data. The concept of the customer journey is used to frame the analysis of the online search and buying behaviour. A novel methodology that employs Machine Learning (ML) is proposed and a detailed framework...