Digital Marketing: A Framework, Review and Research Agenda

  title={Digital Marketing: A Framework, Review and Research Agenda},
  author={P. K. Kannan and Hongshuang Li},
  journal={Managerial Marketing eJournal},
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 having and will have a significant impact. Using the framework we organize the developments and extant research around the elements and touchpoints comprising the framework and review the research literature in the broadly defined digital marketing space. We outline the evolving issues in and… Expand
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