search query: @author Rowley, J. / total: 6
reference: 3 / 6
| Author: | Rowley, J. |
| Title: | Understanding digital content marketing |
| Journal: | Journal of Marketing Management
2008 : JUL, VOL. 24:5-6, p. 517-540 |
| Index terms: | marketing Internet electronic commerce |
| Freeterms: | digital contents |
| Language: | eng |
| Abstract: | This article argues that with the growth of importance of digital content to business and society, it is important to seek a holistic perspective on the definition and nature of digital content marketing (DCM). Customer value (here as: c-v.) in DCM seems evidently a repeated theme which leads into an exploration of the notion of c-v. in digital content marketplaces. Digital content is defined as 'bit-based objects distributed through electronic channels'. A structured analysis is performed based on a set of questions to find some of the unique characteristics of DCM etc. |
SCIMA