Rapid emergence and widespread adoption of Information and Communications Technologies (ICTs) and digital and social media is having a significant impact on the way …
The use of analytics data in digital marketing has had a profound impact on the way marketers create consumer relationships and how firms make decisions. However, the …
Data generation is currently expanding at an astonishing pace, and the function of marketing is becoming increasingly sophisticated and customized. Companies seek to understand …
To acquire a competitive edge in today's dynamic economic environment, organizations must alter their digital marketing strategies. This study examines the idea of digital marketing …
A Sorescu, M Schreier - Journal of the Academy of Marketing Science, 2021 - Springer
In mid-2018, John Hulland approached the two of us, asking us to co-edit a JAMS special issue around the general theme of “Innovating in the Digital Economy: Leveraging …
During the past quarter-century, digital technologies-based innovations for creating, communicating, and delivering products of value to customers have significantly risen in …
Over the past 15 years, digital media platforms have revolutionized marketing, offering new ways to reach, inform, engage, sell to, learn about, and provide service to customers. As a …
This text will be of great interest to students, professors, readers, and entrepreneurs as it brings forth a pedagogical, framework-driven approach mostly lacking across academic and …
EM Denga, NR Vajjhala, S Rakshit - Digital Transformation and …, 2022 - igi-global.com
Digital marketing is a growing trend day by day, with internet marketing concepts becoming a powerful medium for digital marketing and electronic devices such as cell phones, digital …