Article 1, Volume 6 Issue 2

The Evolution of Management and Marketing in the Digital Era


José Daniel Barquero – (ESERP Business & Law School)

Jaume Llopis – (University of Navarra IESE Business School)

Received September 27, 2019; accepted October 29, 2019.


The article analyzes the evolution, and changes in the styles of direction of the organizations since the beginning of management in the 20th century till now, through a review of academic literature, and existing research about management. From a set of interviews to executives of European corporations, following parameters found in academic literature, a deep change in the priorities of senior management is observed. Recent changes in the managerial focus and in the new social context are analyzed. New tools of digital marketing are enumerated, and a new academic model of public relations based on persuasion is proposed, for the success of campaigns.


Barquero, J., & Llopis, J. (2020).The Evolution of Management and Marketing in the Digital Era. European Accounting and Management Review, 6(2), 1-22.




  • Changes
  • Leadership
  • Management
  • Marketing
  • Digitization
  • Public relations

Palabras clave

  • Cambios
  • Liderazgo
  • Gestión
  • Marketing
  • Digitalización
  • Relaciones públicas

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