Understanding digital content marketing

  title={Understanding digital content marketing},
  author={Jennifer E. Rowley},
  journal={Journal of Marketing Management},
  pages={517 - 540}
  • J. Rowley
  • Published 2008
  • Business
  • Journal of Marketing Management
This article argues that as the importance of digital content to business and society grows it is important seek a holistic perspective on the definition and nature of digital content marketing (DCM). Along the journey it becomes evident that a recurrent theme in DCM is customer value, and this leads into the second major contribution of the article, an exploration of the notion of customer value in digital content marketplaces. Digital content is defined as: 'bit-based objects distributed… Expand
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