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- Title
Framing the Future of Research in the Digital Marketing Domain with Digital Marketing Framework.
- Authors
Jari Salo
- Abstract
Purpose of this article is to provide an overview of future research areas in the digital marketing area. First, the three core processes of marketing are introduced namely CEM, SCM and innovation. Those are then linked to share holder value. Integrative digital marketing management framework is presented to guide future research. This study employs qualitative research approach and conceptual analysis method. Within CEM, SCM and innovation this research provides research guidelines, pinpoints to avenues of future research in cross-section of digital CEM, SCM and innovation and other intervening elements.
- Subjects
MARKETING research; INTERNET marketing; MARKETING management; TECHNOLOGICAL innovations; SUPPLY chain management
- Publication
FAIMA Business & Management Journal, 2022, p129
- ISSN
2344-4088
- Publication type
Article