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. In this paper the researcher will analyze digital technologies touch points applied to the company big choice group with the kannan's framework for research in digital marketing. 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.
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Building on this framework, we elaborate a research agenda that proposes [1] examining the role of dynamic capabilities, and [2] accounting for ethical issues as important.
It identifies gaps in the current research.
This article reviews the literature on xrs in marketing, and provides a conceptual framework to organize this disparate body of work. According to kannan (2017), digital marketing has become a key tool for the international education. Qualitative consumer research, volume 14. Official journal of the european marketing academy.
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. A framework, review and research agenda, international journal of research in marketing, elsevier, vol. We develop and describe a framework for research in digital marketing that. Purpose the purpose of this paper is to review the literature on the topic “impact of digital marketing” over the span of past eight years, published in various prominent research.
A university of maryland, college park, md 20742, united states b kelley.
A framework, review and research agenda p. International journal of research in marketing : Kannan and hongshuang alice li, international journal of research in marketing, january 2017, 34,. 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 marketing a framework, review and research agenda international journal of research in marketing 34 (2017) contents lists available at sciencedirect. A systematic review, integrative framework and future research agenda. Marketing in a digital world, volume 16. Kannan a,⁎, hongshuang “alice” li.
Digital transformation and resultant business model innovation have fundamentally altered consumers’ expectations and behaviors, putting immense pressure on traditional firms,.
A framework, review and research agenda, p.k. Based on an overview of the current state of research, a discussion of the theoretical and conceptual challenges of brand communication in social media, and a survey about the. Digital transformation and resultant business model innovation have fundamentally altered consumers' expectations and behaviors, putting immense pressure on traditional firms,. Innovation and strategy, volume 15.
