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

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: 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 …

This article takes a quasi-historical perspective on digital and social media marketing. It
traces digital marketing from its roots in direct and interactive marketing to the present day …

Understanding Digital Marketing declares on its cover that it will 'demonstrate, in a practical
and comprehensive way, how to harness the power of digital media and use it to achieve the …

Understand the fundamentals of digital marketing and enhance your digital marketing
practice with the new edition of this essential guide, now one of the bestselling books in the …

Investigating how digital marketing has affected business practices is the goal of this study. It
particularly seeks to examine how product positioning, sales growth, and product branding …

Marketing research provides managers with information that can be used to identify and
define marketing opportunities and problems; generate, refine, and evaluate marketing …

The internet brought disruptive change to the business landscape through the creation of a
whole host of digital marketing tactics. But with these new tactical options has come the …

In the marketing academy, and the marketing profession, we have collectively created a
monster called'digital marketing'. in doing so we have introduced a business focus that is …