Item Infomation

Title: Digital transformation and marketing: a systematic and thematic literature review
Authors: Marco, Cioppi
Ilaria, Curina
Barbara, Francioni
Issue Date: 2023
Publisher: Springer
Abstract: 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.
Description: CC BY
Appears in CollectionsOER - Kinh tế và Quản lý




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