In the digital age, the nature of competition has fundamentally shifted; product-centric approaches have given way to platform-based business models and complex innovation ecosystems. Value creation now extends beyond the boundaries of a single firm, relying on interaction networks within digital platforms and the integration of physical-digital ecosystems. Titled Marketing Dynamics in the Digital Age: Platforms, Ecosystems, and Innovation, this volume examines this new architecture of marketing through a multidimensional perspective.

The book investigates four critical layers of the marketing ecosystem. First, it discusses how algorithms—the backbone of digital platforms—transform the consumer experience into a hyper-personalized structure and the privacy paradoxes that emerge in this process. Second, it presents experimental findings on how voice assistant technologies, which provide access to these platforms, reshape consumer decision-making processes into an "interface ecosystem". Third, it emphasizes that innovation is not merely a digital output but requires an organizational ecosystem supported by corporate memory and spatial design, as illustrated through the InnoHouse case. Finally, the impact of these platform and ecosystem capabilities on a firm's global competitiveness and export performance is presented through a strategic synthesis.

This work serves as a comprehensive resource for academics and professionals seeking to interpret marketing not merely as a function, but as a strategic management process across platforms and ecosystems.