Digital transformation, driven by technological advances and changing customer
requirements, is stimulating the use of digital marketing. 11% of Swiss organizations regard …

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 now imperative for markets and society, and digital transformation is
becoming a key area of business innovation. However, digital transformation is complex …

The digital marketing discipline is facing growing fragmentation; the proliferation of different
subareas of research impedes the accumulation of knowledge. This fragmentation seems …

In the last decade, the use of Data Sciences, which facilitate decision-making and extraction
of actionable insights and knowledge from large datasets in the digital marketing …

This research paper describes a framework for research in digital marketing that highlights
the strategies in the marketing process as well as the effectiveness of the marketing process …

Digital Marketing: Integrating Strategy and Tactics with Values is an easy-to-understand
guidebook that draws on the latest digital tactics and strategic insights to help organizations …

Digital transformation which impacts business operations is one of the most fundamental
social and economic occurrences of our times. The paper seeks to find out how digital …

Digital Marketing Fundamentals is the first fully-fledged textbook on digital marketing that
covers the entire marketing process. Both the scientific theory behind digital marketing as …

Purpose–This study aims to gain a clearer understanding of digital channel design. The
emergence of new technologies has revolutionised the way companies interact and engage …