期刊
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
卷 34, 期 1, 页码 22-45出版社
ELSEVIER
DOI: 10.1016/j.ijresmar.2016.11.006
关键词
Digital marketing; Online; Mobile; Internet; Search engine; User generated content; Omni-channel marketing
类别
We develop and describe a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies are having and will have a significant impact. Using the framework we organize the developments and extant research around the elements and touchpoints comprising the framework and review the research literature in the broadly defined digital marketing space. We outline the evolving issues in and around the touchpoints and associated questions for future research. Finally, we integrate these identified questions and set a research agenda for future research in digital marketing to examine the issues from the perspective of the firm. (C) 2016 Elsevier B.V. All rights reserved.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据