Digital Marketing

DOI Web Site 1 Citations 1 References Open Access
  • Nishikawa Hidehiko
    Editor-in-Chief and Professor, Faculty of Business Administration, Hosei University, Japan

Bibliographic Information

Other Title
  • デジタル・マーケティング

Search this article

Description

<p>In a nutshell, digital marketing is marketing that utilizes digital technology. Digital marketing began about 30 years ago and has spread throughout society with the increased use of smartphones and new digital technologies, to the point where all marketing is now related to digital marketing. In response to these developments, there has been a great deal of research on digital marketing. The framework for understanding this research is based on digital technology and is organized into elements related to the digital environment, market research, marketing actions, marketing outcomes, and marketing strategy. This special issue includes five recent studies that focus on different areas of expertise in this research framework, but are all closely related to each other. Therefore, the results of these diverse studies assist with understanding of many different issues and will help both researchers and practitioners to broaden their horizons, beyond the marketing field. Furthermore, the rate of change of digital technology is causing many companies to use this technology in practice without full verification, and interactions between practitioners and researchers are needed to deepen knowledge in this area. Findings from the academy can promote these deeper interactions.</p>

Journal

Citations (1)*help

See more

References(1)*help

See more

Related Projects

See more

Keywords

Details 詳細情報について

Report a problem

Back to top