Digital transformation and marketing: a systematic and thematic literature review
CC BY
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| Định dạng: | Sách |
| Ngôn ngữ: | English |
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Springer
2023
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| Truy cập trực tuyến: | https://link.springer.com/article/10.1007/s43039-023-00067-2 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8435 |
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oai:localhost:PNK-84352023-05-11T01:44:00Z Digital transformation and marketing: a systematic and thematic literature review Marco, Cioppi Ilaria, Curina Barbara, Francioni DT thematic literature review CC BY This article provides a systematic review of the extensive and fragmented literature focused on Digital Transformation (DT) and marketing by identifying the main themes and perspectives (i.e., employees, customers, and business processes) studied by previous research. By mapping the DT literature in the area of marketing, 117 articles, published between 2014 and 2020, have been identified. Through the adoption of a content analysis process, a multi-dimensional framework synthesizing the DT and marketing binomial has been provided. Results identify two thematical patterns: the macro-themes, related to the main digital technologies adopted within the marketing function, and the micro-themes, related to the effect/impact of these technologies on marketing processes and activities. 2023-05-11T01:44:00Z 2023-05-11T01:44:00Z 2023 Book https://link.springer.com/article/10.1007/s43039-023-00067-2 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8435 en application/pdf Springer |
| institution |
Digital Phenikaa |
| collection |
Digital Phenikaa |
| language |
English |
| topic |
DT thematic literature review |
| spellingShingle |
DT thematic literature review Marco, Cioppi Ilaria, Curina Barbara, Francioni Digital transformation and marketing: a systematic and thematic literature review |
| description |
CC BY |
| format |
Book |
| author |
Marco, Cioppi Ilaria, Curina Barbara, Francioni |
| author_facet |
Marco, Cioppi Ilaria, Curina Barbara, Francioni |
| author_sort |
Marco, Cioppi |
| title |
Digital transformation and marketing: a systematic and thematic literature review |
| title_short |
Digital transformation and marketing: a systematic and thematic literature review |
| title_full |
Digital transformation and marketing: a systematic and thematic literature review |
| title_fullStr |
Digital transformation and marketing: a systematic and thematic literature review |
| title_full_unstemmed |
Digital transformation and marketing: a systematic and thematic literature review |
| title_sort |
digital transformation and marketing: a systematic and thematic literature review |
| publisher |
Springer |
| publishDate |
2023 |
| url |
https://link.springer.com/article/10.1007/s43039-023-00067-2 https://dlib.phenikaa-uni.edu.vn/handle/PNK/8435 |
| _version_ |
1765626990721761280 |
| score |
8.891787 |